Film > TV / Cinema Film: Sectors

I LOVE YOU HATER

SANTO, Buenos Aires / COCA-COLA / 2019

Awards:

Bronze Cannes Lions
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Film
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Overview

Credits

Overview

Write a short summary of what happens in the film

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

And teenagers are the most affected group.

Sprite, as Gen Z’s closest brand, got involved in the conversation by developing a global campaign under the concept: IT’S HATERS SEASON, STAY FRESH.

This was launched with the film “I LOVE YOU HATER”, in which real teenagers (not actors) were exposed to negative comments: Rocío Velázquez (Spanish Olympic swimmer), Nico Moldestein (French pole dancer), Tyrus McKenzie (English rapper), Liz Romer (Swedish professional surfer), David Perez y Marius Caralt (activists of the LGBT Spanish community) and the women’s soccer team, CE Sant Gabriel.

In the end, they all stayed fresh when facing the aggression, by giving back love.

Since love is a way to neutralize so much hate.

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 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 portrait real teen (not actors), facing real comments from their social networks.

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

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