Carmen Bistrian
Creative Excellence Manager McCann CEE & Nordic Countries at McCann Erickson Romania, Bucharest
Bucharest, 罗马尼亚
标题The Positivity of the Pug
广告公司
广告战役 Mental Martial Arts
广告主 Coca-Cola Company
品牌 Sprite
Posted11月 2019
行业领域 软饮料,奎宁水
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.
媒体类别 广播
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录音室
Regional Creative Director
Creative Excellence Manager
PR Communications Manager

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