The internet is full of dishonest ads. Using Sprite's tagline "The truth is refreshing", I created an anti-ad campaign poking fun of ads hopelessly trying to stay relevant by jumping on trends.
We reached out to the audience, asking for relevant challenges for Sprite to take on. Can Sprite drop a mixtape? Clean up your Yeezys? Be a thug?
I wrote, planned, shot, edited and published a video every day for six weeks, choosing a run-and-gun look to execute them faster and make them come off as more honest.
“Næ!” –Danish for “Nope!”– made waves among the audience, who adopted the phrase and used it in conversation. Brand awareness and ad recall increased to a level never before seen domestically.