Sprite is giving teens a platform to express their creativity through music and film in the brand’s first-ever global integrated marketing campaign, The Spark. Innovative TV commercials, an online interactive music mixer featuring content from Grammy nominee Drake and a digital film mixer will inspire and enable teens to spark fresh thinking and display their originality.
Worldwide, additional artists will be showcased through The Spark campaign, including film, commercial and music video director Rik Cordero and four-time World Music Award winner, Jay Chou, in China. Whether its music, film or sport, through The Spark campaign Sprite is providing an original, interactive way for teens around the world to showcase and share their creativity with others.The campaign will launch in markets around the world in 2010 and across 4 continents including Europe, North America, Africa and Asia.
The first TV commercial for The Spark, titled «Unleashed,» features celebrated hip hop artist Drake struggling to find inspiration in the studio while recording his hit song «Forever.» Drake drinks a Sprite, helping unleash his lyrical prowess. The commercial — produced in 30- and 60-second versions — is airing in cinema and made its TV debut during the pregame telecast of Super Bowl XLIV.
The Sprite Spark Music Project, due to launch in the US in March, is an online mixing tool that will enable people to make their own tunes using stems from Drake’s music and remixing them with music from emerging artists around the world. Fans can share their creations with friends, rate other fan remixes, and even save their favorites as mobile ring tones.
The second stage of the campaign, the Sprite Spark Film Project is due to launch in April and provides people with the tools and content to edit their own 45-second animated films. The user calls the shots, deciding on the setting, the characters, the plot, and the ending. The result is a mini-movie in an animation style that’s engaging, modern and cinematic.
The Spark has already gained momentum in the U.S. through the brand’s marketing partnership with the NBA and programs such as the Sprite Step Off. The Sprite Slam Dunk, part of NBA All-Star Saturday Night, features the league’s top players competing in an exhibition of incredible dunks. This year’s competition is being promoted through a series of new Sprite The Spark ads called «Spoken Word,» which use rhymes by lyrical poets to highlight the players’ creativity and authenticity on the court.
In addition, NBA All-Star will showcase the finale to the first-ever Sprite Slam Dunk Showdown, an amateur dunk contest held on February 12 in Dallas.
The Sprite Step Off is the largest college fraternity and sorority stepping competition in history, with a total prize pool of $1.5 million in college scholarships and a new MTV2 docu-series that follows the six step teams as they compete in the national step competition.
The video and stills are provided by digitalnewsagency.com.