Sprite 3G is an energy drink that combines energy and taste. Since the name '3G' has a technical sound to it, we created a Sprite laboratorium, where all kinds of combinations of taste and energy are being tested. 3G is selected as the ideal combination of energy & taste, while the other combinations fail due to a wrong dose of either taste or energy.

In a series of not less than 17 films, we show the effect of the different combinations on test persons. On a special web site, we gain access to the test laboratorium through a visually stunning labyrinth. We distributed 3G stickers to youngsters, stimulating them to stick it near an existing letter-number combination. Photographs of the most creative stickerings are selected and rewarded on the website.

The Sprite 3G web site was central in the campaign since it was the place where people could experience the Sprite laboratorium and all of its failed experiments (17 films in total).

Television, online advertising and guerrilla ads were used to lead people towards the site.