The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Sound Design
Annual ID
OS23_MS050M
About the Work
Heat Happens. Everywhere. Anywhere. And at any time. It’s inevitable. But with the cooldown of an ice-cold Sprite, heat doesn’t have to leave you feeling heated.
In this latest instalment of Sprite’s recently launched global platform, the focus is on Sprite Zero Sugar, which promises all the refreshment you need, with absolutely none of the sugar. Allowing our Gen Z target audience to Stay Cool by skipping heat entirely and get straight to what they want.
So we devised campaign all about helping them cut the fluff, the waffle, the blah di blah. Removing the sugar to cut straight to the essential. That’s the premise of this series of online films. Four setups where a series of protagonists look to Sprite Zero Sugar to drown out the heat of a very long and very pointless story from a series of overly-chatty antagonists. Each universally relatable, but aimed squarely at Gen Z, who have it all going on all the time and hate to waste a second on anything they aren't enjoying.
The global films were shot using multiple ethnicities and with precise performances to facilitate asynchronistic sound. This allowed the films to be redubbed seamlessly in numerous languages to ensure the campaign remains hyper-relevant across markets and regions. They were then targeted to match Sprite’s key drinking occasions, ‘on-the-go’ and ‘end-of-day’.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy UK / London
Ogilvy / Hong Kong
Production Company
The Sweetshop
Post Production Company
Gramercy Park Studios
Chief Creative Officer
Reed Collins
Creative Director
Dan Parmenter
Director
Damien Shatford
Director of Photography
James Brown
Editor
Mark Edinoff
Executive Creative Director
Angus George
Johnny Watters
Executive Producer
Fiona Campbell
Producer
Sunny Sahota
Senior Art Director
Alex Hernesten
Calum Ray
Senior Copywriter
Alex Moore
assistant editor
Jack Moore
Chief strategy Officer
Arvind Srivastava
Global, Client Lead
Tim MacLehose
Global, Integration Lead
Ross McLeod
Lead Sound Designer
Zak Kurtha
Senior Project Director
Ngoni Gudo
Senior Sound Designer
Sam Cross
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