As part of Sprite’s 'Thirst for Truth' campaign, we recruited the 'Truth Hunters' to expose a series of brutally honest truths about GenY. Each week they uncovered and captured a new truth on film. The films featured on a branded Youtube channel and www.thirstfortruth.com.au. “The truth behind going to the movies” was one specifically created for cinema. We used humour to entertain in a contextually relevant way. The film’s style - a single shot, piece to camera - was designed to exploit the large screen entertainment experience and stand out from the epic cinematic style ads that brands often deploy.

Knowing GenY learns visually and interactively we needed to communicate in the channels they intuitively learn from. This required a multi channel approach. We also understood how digital had empowered them to create their own brand experiences. So it was important to invite our target to participate in Sprite’s quest for the truth. They needed to feel involved and that their world and humour was understood. This was amplified through the comms idea ‘A shared quest for brutally honest GenY truths' which came to life on two levels:1) Exposing humorous brutal honest truths in contextually relevant environments.2)Truth Hunters–a team recruited by Sprite to expose a series of brutal honest GenY truths. Each week they uncovered and captured a new truth on film. The content generated by TruthHunters was used to create viral videos, a cinema ad, digital streaming banners, photos and editorial.

The campaign is still active. To date penetration is +91%, volume +42.8% on SpriteZero and +7.7% on Sprite vs. all brands which are down 6.2%. Our target is highly involved - 2.3 million video views, over 5,000 positive comments and consistently high ratings/honours on sites like YouTube due to their influence.