Haters around the world are constantly posting painful comments on social media. And teenagers are the most affected group, sometimes suffering from 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, under the concept: “its haters season. Stay fresh”.
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.