Cannes Lions

The Knocklace Collection Sprite

AKQA, Sao Paulo / SPRITE / 2024

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Overview

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Credits

Overview

Background

Context is: GenZers are staying longer in their parents house due to economically challenging times. They've become young adults with no privacy at their own houses. Sprite is the brand that finds moments of physical and mental heat to provide witty ways to cool it down. So the brief was to help GenZ to deal with this unspoken struggle - but on Sprite's terms. The objective was to rely on Sprite's unique tone of voice to raise awareness about the topic and invite young adults to ask for some privacy.

Idea

Since parents have more and more tech devices to watch their children closely, we decided to use technology to revert the logic and tackle GenZ's lack of privacy. So we've created The Knocklace Collection. The perfect gift for parents who never knock. A series of handcrafted necklaces with a built-in device that shows its user's location in real time. It's also a locket to hold a special photograph, so it'll be impossible NOT to wear. In order to talk about such untalkable topic, we've released two online videos featuring famous euphemisms for, you know, feeding ducks or downstairs DJing.

Strategy

The Knocklace campaign was focused on GenZ - but more specifically on those still living with their parents. So we've managed to have a criteria-based selection of influencers who: 1) still live with their parents, 2) engage their communities around humorous content created with them. We that in mind we designed customised unboxing experiences and invited them to try out their Knocklaces and to create content based on personal stories of lack of privacy.

Execution

The Knocklaces were created in partnership with Pay4Brain, who developed the tech, along with a duo of jewellery designers (powered by JNTO). Together they've created a real piece of ornament and a beautifully designed digital experience that, besides being real, fun and useful, reinforced Sprite's tone of voice. The Knocklace App featured a real time radar with high level of accuracy, following the necklace's distance and direction. It had customizable settings - distance and emergency links - to better fit any scenario. When the radar perimeter is invaded, the Knocklace automatically sends a push notification. If the invader approaches too quickly, the emergency video take over the screen. All these interactions were turned into digital content that fired up social media during a one-week streak campaign that also featured two online videos portraying famous euphemisms.

Outcome

+ 65M impressions.

+ 23M reach

+ 18M content views

+ 8M interactions

+ 4M views on PR

0 influencers caught... downstairs DJeing.

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