Radio and Audio > Radio & Audio: Sectors

ELISE

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

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

We engaged with them by being part of their culture and speaking their 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 Elise Ecklund’s voice:

Hi guys, today I’m going to be singing a song.

My haters pitch in to help me create some art.

And I think it’s gonna be great…

(Now she starts to sing a song created from her hater’s comments)

Her eyes look so blank, and empty, and lifeless…no offense.

This is soooo stupid…no offense.

I hate her singing, it’s disgusting.

I hate your speaking voice so much, it’s really annoying…no offense.

Your voice sucks.

Your personality bothers me so much.

You’re very ugly and weird, your singing was awful…your voice sucks.

You suck.

VO:

IT’S HATERS SEASON.

STAY FRESH.

SPRITE

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