Cannes Lions
J. WALTER THOMPSON BRAZIL, Sao Paulo / SPRITE / 2018
Overview
Entries
Credits
Description
The idea was to turn boring formulas the students had to know by heart into catchy songs that
also helped promote Sprite’s new formula. To do that, we turned to YouTube and found 6
teachers that used music to help students memorize formulas for college admission tests, and
invited them to write and perform in the music videos, with songs for the 7 formulas that were
more frequently required in the last 10 years, according to data from Google.
Execution
We created 7 songs and 7 music videos with the formulas that were more frequently required
in college admission tests, according to the statistics. We released a playlist on Spotify weeks
before the big test, followed by the music videos and a special binder, which brought an LP
with all songs, lyric posters for the students to memorize the lyrics and hang on their bedroom
walls. At night, while they were studying, the radios played our Formula Songs. The action took
place all over Brazil until the end of the year and until all major college admission tests were
over. But the best part was that we managed to take this idea to the classroom, as other
teachers got into the RFRSH way of studying
Outcome
We had more than 20 million views on Facebook and YouTube. More than 2 thousand hours of
Formula Songs were played on Spotify. That is a lot considering it’s teens studying we are
talking about. And although Sprite’s sugar-free formula isn’t exactly a sales hit, Formula Songs
had a 90% approval rate on social networks.
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