- Monday, Jul. 9, 2012
- 0 Comments
- NEW YORK
Sprite is introducing new global creative from BBH New York and BBH Shanghai, which will be running on TV in markets throughout the world, and online on YouTube and Facebook. In the new 60- and 30-second ads, Sprite encourages teens to spark their true self.
Directed by Peter Thwaites of Gorgeous and lensed in the Czech Republic by DP Joost van Gelder, the spots open with people camouflaged throughout the city of Prague. The camouflage is used as a metaphor for blending into your environment and conforming to your surroundings. Opening a bottle of Sprite, a teen is reinvigorated and sheds the camouflage he was wearing, while bringing new life and curiosity to those around him.
The campaign highlights 22 actors that were hand painted into the scenery by a team of body artists and painters that spent more than 1,200 man-hours and used approximately 500 pounds of paint to create the scenes. A behind-the-scenes video details the making of the film, showing the care and detail that went into painting the camouflage in production instead of using post-production effects:
"Since it's a global campaign, we looked for something visually memorable that could also be universally understood across cultures," said John Patroulis, chief creative officer of BBH New York. "And by actually hand-painting the people in the story instead of relying on effects, we think we were able to accomplish both, especially for a brand that's all about authenticity."
Jonathan Mildenhall, global VP, Content Excellence at the Coca-Cola Company, added, "'The story, created by BBH, is such an insightful invitation to teens all over the world to feel comfortable about being themselves. This gorgeous anthemic film is classic Sprite and classic BBH."
The BBH creative team included chief creative officers Patroulis and Johnny Tan, executive creative director Ari Weiss, copywriters Jordan Kramer, Jay Qian and Leo Zhang, art director Andre Massis and Jeffrey Sun, sr. producer Jennifer Moore, and head of broadcast Lisa Setten.
Production service company in Prague was Unit+Sofa. Editor was Bill Smedley of Work. VFX house was The Mill with Hitesh Patel as VFX supervisor, Boo Wong as producer, Seamus O'Kane as colorist, and Naomi Anderlini, Rosalind Paradis, Suzanne Dyer, Mark French and Burtis Scott as compositors.
Music/sound house was Beacon Street Studios, with audio post by Sound Lounge.
Here are the spot and a making-of video: