BBH New York and BBH Shanghai join forces to stand out from the crowd for Sprite
Sprite is introducing new global creative from BBH New York and BBH Shanghai, which will be running on TV in markets throughout the world, and online on YouTube and Facebook. In the new 60- and 30-second ads, Sprite encourages teens to spark their true self.
The spots, which were shot in the Czech Republic, open with people camouflaged throughout the city of Prague. The camouflage is used as a metaphor for blending into your environment and conforming to your surroundings. Opening a bottle of Sprite, a teen is reinvigorated and sheds the camouflage he was wearing, while bringing new life and curiosity to those around him.
The campaign highlights 22 actors that were hand painted into the scenery by a team of body artists and painters that spent more than 1200 man-hours and used approximately 500 pounds of paint to create the scene. A behind-the-scenes video details the making of the film, showing the care and detail that went into painting the camouflage in production instead of using post-production effects
“Since it’s a global campaign, we looked for something visually memorable that could also be universally understood across cultures,” said BBH New York Chief Creative Officer John Patroulis. “And by actually hand-painting the people in the story instead of relying on effects, we think we were able to accomplish both, especially for a brand that’s all about authenticity.”
Jonathan Mildenhall, Global VP, Content Excellence at the Coca-Cola Company, adds: “‘The story, created by BBH, is such an insightful invitation to teens all over the world to feel comfortable about being themselves. This gorgeous anthemic film is classic Sprite and classic BBH.”
CREATIVE CREDITS
CLIENT: The Coca-Cola Company
BRAND: Sprite
TITLE: “Camouflage” :60 & :30
AGENCY: BBH NY & BBH Shanghai
Chief Creative Officer: John Patroulis & Johnny Tan
Executive Creative Director: Ari Weiss
Copywriters: Jordan Kramer, Jay Qian & Leo Zhang
Art Director: Andre Massis & Jeffrey Sun
Sr. Producer: Jennifer Moore
Head of Broadcast: Lisa Setten
Account Director: James Stephens
Business Manager: Laurie Litonjua
PRODUCTION COMPANY: Gorgeous
Director: Peter Thwaites
DP: Joost van Gelder
Line Producer: Anna Hashmi
PRODUCTION SERVICE COMPANY: Unit+Sofa
Executive Producer: Fady Salame
Line producer: Mirka Taylor
Production Designer: Petr Kunc
EDITORIAL COMPANY: Work Editorial Inc
Executive Producer: Jane Dilworth
Editor: Bill Smedley
Assistant Editor: Healy Snow
Executive Producer/Producer: Erica Thompson
VFX COMPANY: The Mill
VFX Supervisor: Hitesh Patel
Producer: Boo Wong
Colourist: Seamus O’Kane
Compositors: Naomi Anderlini, Rosalind Paradis, Suzanne Dyer, Mark French, Burtis Scott
MUSIC: Beacon Street Studios
MIX: Sound Lounge
Audio Engineer: Tommy Jucarone
Producer: Jill Silberstein
Producer: Dana Fairbairn
8 Comments
ClassIc Sprite because it is mediocre. Classic BBH becuase it’s another metaphor, but a bad one, too literal too predictable. No it wouldn’t inspiration teens today, they already know about all the be yourself message, this is like a broken record. What has it got to do with corn syrup anyway?
Not Peter Thwaites’ best, but well it’s a lame script to begin with.
Stealing Liu Bolin’s art concept is a tired and old trick.
Especially trying to force it into a corporate message about “refreshing yourself” is that what this is saying?
Yikes.
BBH should have better standards. It took 2 of their agencies, 8 creatives including 2 CCO? and god knows how many planners to make this. No wonder they’ve cashed in. Perhaps it is all due to the client, more content impotence than content excellence.
“This gorgeous anthemic film is classic Sprite and classic BBH”? Hmmmmm, I think both Sprite and BBH have done better work before. This must be the 7th ad (counting print, outdoor and TV executions) I’ve seen that have copied Liu Bolin’s photos.
“….a brand that’s all about authenticity.”???
So where’s Liu Bolin’s name in the credit?
The only true BBH in the world is the UK office because Hegarty exerts most of his influence there….and what a stylish influence it is. They can make shit feel like cashmere…just look at some of their Audi work.
Singapore and the rest are just distant outposts staffed with the same old staff from other agencies who bring the same old way of doing things with them.
In the beginning, BBH Singapore had that magical energy of a start-up, now they’re just another institution.
And now with the Publicis takeover, it looks like the slope just got a lot more slippery. You watch, in two years you won’t be able to tell BBH from the rest. Just like Collett Dickenson Pierce.
Classic?
What exactly is classic about no strategy and a stolen idea?