Sprite | The Spark | Global

Mother company Coca-Cola, has focused on brands like Coke Zero and Vitaminwater in the recent years. The Spark marks its first major campaign for Sprite in the US. A promotion for the brand's new logo has also been released in China.

Sprite is targeting young adults with the initial campaign, which focuses on music. It has signed with hip-hop Grammy nominee Drake and director Rik Cordero for the ad. Titled 'Unleashed', the spot is loaded with computer graphics and Drake’s hit song 'Forever’. After feeling uninspired during a music recording session, Drake is empowered by Sprite as the soda rushes through his body. This spot by BBH New York also runs in The Philippines, Turkey and South Africa. From music, the project will later move into a 'thematic’ launch in April.

Taiwanese singer Jay Chou will kick start the campaign in the Asian region.  Sprite will remix the music from Drake and Chou in a later phase. India will also get its own version of the campaign featuring a local actor.

The project is said to include eight commercial spots running across television, cinema and outdoor. The digital launch on www.sprite.com will launch in March with interactive music remix components. The site will then launch a film project remix game in April.



Credits:
Project The Spark
Client Sprite
Creative agency BBH, New York
Chief creative officer Kevin Roddy
Creative directors Amee Shah, Matt Ian
Art director Erik Holmdahl
Copywriter Beth Ryan
Head of broadcast Lisa Setten
Producer Jennifer Moore
Executive producers Ellen Jacobson-Clarke, Annique Decaestecker, Angie Aguilera
Line producer Lynn Zekanis
Producer Beth Fitzpatrick
Designers Greg Herman, Derek Stratton
CG Pakorn B., Ed Manning, David Barosin, Jimmy Gass, Keith Kim, Eban Byrne, Ciaran Maloney, Tom Cushwa, Adam Flynn
Production company aWHITELABELproduct, Los Angeles
Director Ben Steiger Levine
Director of photography Chris Soos
Exposure Television