Sprite believes in refreshing positivity. So much so that their current campaign, called #iloveyouhater, pleads for positivity even against all odds, in the face of prejudice and adversity. For example, bullying—an unfortunately omnipresent phenomenon that youngsters still have to face on a daily basis. So, to ‘combat’ bullying, McCann Prague consulted several anti-bullying charities for guidance and found that certain mental techniques do exist that lessen the impact of bullying. The result? The Sprite School of Mental Martial Arts—a series of fun, yet educational, radio spots that hope to inspire youngsters to better cope with bullying.
Youngsters are bullied at schools and online, around the world, all the time. This results in them being excluded from social situations and leaving them feeling rejected, which damages their self-esteem and hampers their future development. And, Sprite, which stands fun, friendship and togetherness, felt it had all the ingredients to lead the way in the ‘fight’ against bullying.
The goal of every bully is to humiliate other schoolmates using violence or harsh words. For victims, fighting back is not the answer; it only worsens their situation. That’s why Sprite and McCann Prague believe that new smarter defensive mental techniques are better suited to stop bullying.
The School of Mental Martial Art by Sprite
We introduced the new school of self-defense: the School of Mental Martial Art. It is not about being aggressive or using filthy language. In fact, it disapproves and nullifies such behaviour. The secret of our mental defensive system against rudeness and violence is not giving bullies what they want—fearful and submissive reactions.
McCann Prague, in cooperation with McCann Birmingham, produced radio spots in which a Mental Martial Arts master—an old, eccentric and slightly strange Japanese man—provides kids with verbal self-defense techniques. He comes across as kind and caring, but also quirky and sometimes unpredictable, making the ads humorous, memorable and very engaging. The spots were broadcast on the most famous urban Czech radio station, Radio Spin, and the topic has been raised on social media, so there is potential to make the School of Mental Martial Arts platform even bigger, and spread it to other channels.
McCann celebrate a large success on an international stage. It has won first prize at the Golden Drum awards in Audio category with the campaign.