Radio and Audio > Radio & Audio: Sectors

AGAPORNIS

SANTO, Buenos Aires / COCA-COLA / 2019

Awards:

Bronze Cannes Lions
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Supporting Content
MP3 Original Language
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Overview

Credits

Overview

Write a short summary of what happens in the radio or audio execution or campaign.

As part of Sprite’s campaign #ILOVEYOUHATER, we contacted 20 different famous musicians and influencers from around the world, who suffered from online bullying and encouraged them to create an original song based on the painful comments posted by their haters.

Cultural/Context information for the jury

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 speech, and new tools, so they could act against the aggression.

We engaged with them by being part of their culture and speaking their own language, with real and brave work, with the objective of becoming a badge brand.

The concept: “It’s hater season. Stay fresh”

Script. Provide the full radio advert script in English.

We listen to Agapornis lead singer voice:

We’re Agapornis and we want to thank all our haters

for their comments that inspired us to write this song.

(Now they start to sing a song created from their hater’s comments)

All their lyrics are stolen.

You’re a bunch of barking dogs.

How can you rob so much and nobody says anything?

These preppies have no shame.

You really are a disaster.

You sound like shit, stop stealing.

Why don’t you get a job!

How can anyone even listen to them?

They have to be in jail.

You’re musical frauds.

VO:

IT’S HATERS SEASON.

STAY FRESH.

SPRITE

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