Haters around the world are constantly posting hurtful comments on social media.

And teenagers are the most affected group. The comments sometimes lead them to depression, or even tragic endings…

As one of their closest brands, we got involved in the conversation by giving them a new way of speaking, and new tools, so they could act against the aggression.

The Sprite campaign #ILOVEYOUHATER is about real people facing real problems.

So, we took all the comments from Alberto’s social media and put them together in a text. Using language which was challenging for Coca Cola company as they are not used to it.

This is the first time in history that the brand allows itself to talk the way teenagers do, without prejudice, without filtering it.

We went through an extensive casting process. First, we selected the pole dancers who had suffered attacks from haters on their social media. Then, pre-selected 5 pole dancers and invited them to an audition, with a random text. Alberto Del Campo was the one who performed the best. Also, his “macho” look, and the way he always performs (wearing denim), made the decision to go ahead with him, because it made the concept even more powerful