Susana Lerin
Social Media Strategy at Only if
Mexico City, México
TituloPride Outfits
Agência
Campanha Pride Outfits
Anunciante Coca-Cola Company
Marca Sprite
Data da primeira Transmissão/Publicação 2020 / 6
Sector Empresarial Bebidas carbonadas
História The brand celebrates the LGBTTI+ youth with a clothes line for Pride Parade inside the video game Animal Crossing
Filosofia Sprite comes back, in the middle of a quarantine, with an action made to encourage the LGBTTTI+ community to be themselves, even this year, in a virtual way.

“Outfits of Pride” is a whole digital clothesline with accessories for those who will march in the Pride Parade in Animal Crossing: New Horizons.

“We realized that this game has become a safe and free space for the young LGBTTTI+ during this pandemic, especially because of the 24/7 confinement with family, where in many cases, do not see eye to eye. So in a very Sprite sort of way, we want to remind them that the brand is with them” said Omar Fabián, VP of the agency Only If.
Sprite will also publish a video message on their social networks led by Calle y Poche and stared by real young people in order to refresh the celebration, and connecting with anyone who has a problem with IT GETS BETTER MÉXICO, an association that gives support to LGBTTTI+ youth with problems.

Sprite is the first Coca-Cola brand in the world to use Animal Crossing to interact with its audience, and the first brand en LATAM that use it as a communication means with Gen Z.

This is Sprite´s third consecutive year to show its support to the LGBTTTI+ youth and to help them through IT GETS BETTER México for Pride Parade in Mexico City.

This idea was developed by Only If, an independent communications agency, two-time agency of the year in the IAB awards, two Cannes Lions from the Cannes Advertising Festival last year; and produced by the internal agency in Coca-Cola Mexico Media House.
Tipo de Mídia Interatividade
Director criativo
Director de arte
Social Media Strategy
Director criativo
Analyst
Director criativo
Executivo de contas
Director de contas
Vice President (VP)
Produtora
Production Team
Production Team
Production Team
Production Team
Production Team
Production Team
Director de publicidade
Director de publicidade
Director de publicidade
Director de publicidade

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