Johannes Leonardo

Obey You

A product leads the charge, inspiring a generation to be their true selves.

The world
is thirsty
for you.

Sprite exists for one thing - to quench thirst. Nothing more, nothing less. How could the product be true to itself while also finding a way to connect to teens?

 

The world is thirsty for uniqueness. Not copycat-ness. Not derivativeness. You-ness. Sprite used mass media to say - I’m Sprite. Who are you? The initial global push saw three bodies of work - focused on both Sprite and teens - launch across Europe, Asia, Africa and North America.

Asking teens to be obey their true selves would be self-righteous should Sprite the product not first lead by example, stand up and tell the world who it truly is. With ‘Sprite to Sprite’ we created 21 spots to frame the tone of the entire brand. We brought to life the ‘Voice of Sprite’ and honored all of the bottles out in the world for staying true to who they are and confirming their role as a lemon-lime thirst quencher; nothing more, nothing less.

In similar principle to the TV spots, we needed to apply an authentic lens to our OOH work. To that end, we chose to celebrate Sprite in the most honest way possible, up close and personal through the use of macro liquid photography. We would not hide behind make-up or effects, but rather zoom in close on what makes Sprite refreshing.

Farmer - TV Spot

Wrong Place Wrong Time - TV Spot

Display Purposes Only - TV Spot

Bedside Table - TV Spot

Spin The Bottle - TV Spot

Last Drop - TV Spot

Movie Theater - TV Spot

Locker Room Lose - TV Spot

"Sprite has always shunned advertising clichés, choosing instead to encourage teens to obey their thirst. With this latest body of work, we continue this legacy by turning the conversation on Sprite itself."

Jonathan Mildenhall, VP, global advertising strategy and content excellence, The Coca-Cola Company.

WE ARE
WHO WE ARE.

AS SPRITE HAD CONTRIBUTED ITS TRUE SELF TO THE WORLD, THE BRAND COULD NOW ASK TEENS TO DO THE SAME.

Partnering with photographer Danielle Levitt, known for documenting youth culture for over a decade, we featured teens being their genuine, yet unapologetic selves. Through street-casting and careful selection, we ensured that the final product celebrated a diversity of self-truth, giving bigness to the little moments of honesty that are often overlooked.

Photographer Danielle Levitt and our teens behind the scenes.

"As long as I’m me then that’s all that really matters."

Mia Brito, cast member from out-of-home