Carmen Bistrian
Creative Excellence Manager McCann CEE & Nordic Countries at McCann Erickson Romania, Bucharest
Bucharest, 罗马尼亚
标题School of Mental Martial Arts
广告公司
广告战役 Sprite School of Mental Martial Arts
广告主 Coca-Cola Company
品牌 Sprite
首次发布日期 2019 / 8
行业领域 软饮料,奎宁水
广告口号 School of Mental Martial Arts
剧情简介 Sprite believes in refreshing positivity. So much so that the current campaign it’s called #iloveyouhater, pleading for positivity even against all odds, in front of prejudice, in front of adversity. Like bullying. A still – unfortunately – omnipresent phenomenon youngsters have to face daily. We’ve consulted several anti-bullying charities for guidance and found that there are more mental techniques to lessen the impact of bullying. So, we came up with ‘The Sprite School of Mental Martial Arts’ idea. A series of fun & useful radio spots, that’ll inspire youngsters to better cope with bullying. The character, this special martial art master, who gives the advice is an old, eccentric and slightly strange Japanese man. The dialogue is written to make him come across as kind and caring, but also unpredictable and quirky-funny enough to make the ads engaging.
哲学 In a series of radio spots, we introduced a new type of self-defense for kids against bullying – mental martial arts. In each spot our mental martial art master teaches a different technique, inspired by ancient Kung Fu.
问题 Kids are bullied at schools and online across the globe. Bullying excludes kids from making friends and joining groups, damaging their self-confidence and future growth. Sprite stands for fun and togetherness and therefore must support bullied kids.
媒体类别 广播
长度
CEE Creative Director
首席创意官
首席创意官
集团创意总监
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客户总监
客户经理
媒介企划
广告公司制片
Creative Excellence Manager Europe
PR & Communications

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