Sprite's 1st-Ever Global Brand Campaign
The “Spark” campaign sought to not just tell, but show the world how Sprite provides the perfect refreshment to spark creativity.
Not an energy drink, free of stimulants, but full of effervescent lemon-lime goodness, Sprite provides a refreshing pick me up. In testing and on social, fans consistently proclaim that drinking Sprite provides a quick hit of creative clarity, refreshing both body & mind, which can empower artistic expression.
THE SPARK ANTHEMIC FILM
“UNLEASHED” featured hip hop artist Drake struggling to find inspiration in the studio, until a drink of Sprite helped to unleash his lyrical prowess. The film first aired in cinema and made its TV debut during the pregame telecast of Super Bowl XLIV. Online, the making of video gave fans a peek into the innovative tech used to create the unusual special effects.
The ask was for a Complete Visual Rebrand that captured the brand colors, clarity, and explosive nature of the drink.
A mandate was to tell the product story visually without relying on tags or headlines that would need translating.
THE SPARK LOOK & FEEL
Brand identity, television, print, and OOH produced at BBH.
Digital campaigns produced at AKQA.
THE SPARK DIGITAL
The Spark Music Mixer was an online experience interface that allowed people to create their own tracks.
Visitors were given access to stems from Drake's music, ample blending beats, and remixed them with music from emerging artists around the world. Creations were then shared with friends, and rated by the community.
The Spark Film Project provided the tools and content access to edit your own 45-second films.
Four storylines, each with different elements, twists, and optional turns, were created for visitors to combine and recombine in a choose-your-own-adventure format, to craft their own films.