2015 Winners & Shortlists

Brief Explanation

Sprite opted to dedicate its 2014 thematic campaign to tackle a rapidly growing phenomenon: Youth creating an alternative online world to which they escape. They shift all their forces to seeking acceptance from other members of their virtual world by creating a fake persona. It was time to tell these youngsters that they needed to snap out of this fake life. Your “true” self will always be better than any “fake” or “virtual” self you try to create. This was translated into a catchy ad, hammering on the popularity of Internet GIFs; we created a copy, staring a teenager boy. Our copy was created to appear user generated with a low budget, giving it a raw and edgy feel. Cutouts of our star embracing his fake persona (posing and pouting lips) were haphazardly pasted on to scenes from his daily “real” life. Youth are rebellious and tend to ignore any advice given from a “grown up”. Our script was written in their ‘lingo’ to appeal and not to alienate our target. We avoided using an authoritative voice. Sprite spoke their language and referred to examples and insights from the youth’s daily lives to show them just how much better off they are letting their true selves shine.