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- Agency: Ogilvy
- Location: Sao Paulo
- Client: Sprite
- Name: “Sprite shower”
Why I like it: A famous rock band might perform in front of just a few guests in a studio, but what matters is that millions will see the tv broadcast. In the same way, these types of “events” are staged less for the impact of those participating, but for the spill-over effect on the web, where videos have a chance at any given moment to “go viral” (not to mention in awards shows, where these videos are the actual submission). I liked this one a lot because it was intimately connected with the refreshment promise of Sprite, and it was executed very well with the giant dispenser machine creating an irresistible draw. More importantly, based on what I said earlier about spreading the word online, notice that today there is one more frontier in execution: it’s not just about executing the event…it’s about executing the video about the event! In this case, everything from the refreshment, to the joy, to the sensuality was perfectly captured into an appealing 1 minute package that is actually better than the event itself! We should all take note, because this is what the smart agencies and clients are focusing on in order to develop their creative chops and gain accolades along the way. Parabens, amigos!