You give the reasons
Sprite campaign for young people who are not sure what they will do tomorrow but who know that whatever no one tells them will be the right thing to do.
Challenge
For a Sprite campaign that asked to reach a young audience from 20 to 24 years old, our research revealed that these young people are not sure what they are going to do tomorrow and what they do not tolerate is anyone telling them what to do or giving them reasons.
Concept and idea
Well, let them choose. This was our creative proposal. Create a spot for television and the internet that seems to be framed in a fashion advertisement instead of a soft drink. There will be two characters as the protagonists of the audiovisual and we will play with the freedom of interpretation of our audience.
Both of them will believe that they are attracted to each other as if it were love, then it can be seen that the relationship could be more of friends than love and so on until the interpretation that the receiver wants to give, he is the one who will choose the reason. We will only be the one who accompanies him in his choice. We will always be with him.That is why the product will be based on the relationship between the protagonists, with one of their enclaves being the invitation from one to the other to have a Sprite.
In short, making them feel free, making them build and tear down without limits like the protagonists of the spot, without impositions and without barriers.