2014 Winners & Shortlists

The Brief

In 2011, Sprite ran a campaign that turned laborers into cricket stars. But the campaign’s runaway success also highlighted the boundaries that still divide UAE’s diverse cricket loving communities. Too many people remain divided by superficial differences. We wanted to change this by connecting individuals, communities, classes and countries that have not always mixed.

Describe how the promotion developed from concept to implementation

Shoaib Akthar came from humble beginnings to become a fast bowling legend. Like Sprite, he endeared himself to fans from all walks of life through outspokenness and charisma. We created a cricket tournament. Then spent 6 months surprising everyone from Pakistani laborers to Indian business leaders, from the cricket pitch to the boardroom – uniting people of different backgrounds around one common passion and making lifelong dreams come true.

Describe the success of the promotion with both client and consumer including some quantifiable results

We refreshed entire communities, connecting more than 150,000 people to their hero, to each other and to the brand. We erased boundaries, broke taboos and created history. This translated into astonishing growth for Sprite (14% year on year), with 34% sales growth during the campaign period, including 57% growth among the laborers.

Explain why the method of promotion was most relevant to the product or service

Sprite’s brand promise is all about being Refreshingly Authentic. It is a product for strong willed people, regardless of social status or ethnicity. For the campaign, we chose the most refreshingly authentic character in World Cricket to help us do something bold, new and worthy and create a positive effect on humanity.