Haters around the world are constantly posting hurtful comments on social media.

And teenagers are the most affected group. The comments sometimes lead them to depression, or even tragic endings.

As one of their closest brands, we got involved in the conversation by giving them a new way to respond, and new tools so they could act against the aggression.

We engaged with them by being part of their culture and speaking their language, with real and brave work, with the objective of becoming a badge brand.

The concept: “It’s hater season. Stay fresh”

As part of Sprite’s #ILOVEYOUHATER campaign, whose concept is “It’s haters season. Stay fresh”, Sprite launched a series of videos in which music bands and social media influencers sing songs composed with their own haters’ comments.