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Web Film
Sprite: I Love You Hater
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'Es temporada de haters, mantenete fresco' ('It’s hater season, stay cool') is Sprite’s invitation in its new global marketing campaign, created by Santo, which is centred around promoting acceptance and the revaluation of what makes every person unique beyond any criticism. In a context where prejudice proliferates with greater speed and impact, the brands’ latest action raises awareness through a powerful message, with creativity, humor, wit and a little transgression.
Liking an aggressive comment, dismissing negative comments with love and providing a touch of irony are part of this integral communication strategy. “Es temporada de haters, mantenete fresco” (“It’s hater season, stay cool”) is not pretending to be the solution to the problem, but a critical view about an actual social problem.
Production Director: Leandro Sussman Related
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