IN THE ERA OF SELF-EXPRESSION, OVERSHARING, OVER-EXPOSURE, AND OVERFLOW OF OPINIONS, HATERS COMMENT. HATERS HATE.

HATERS HURT.

And teenagers are the most affected group, sometimes suffering from depression or even tragic endings.

BRIEF: To become a badge brand for GENZ by BEING CULTURALLY RELEVANT.

OBJECTIVE: Increase brand awareness and boost transactions.

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

And teenagers are the most affected group, sometimes suffering from depression or even tragic endings.

As one of their closest brands, we got involved in the conversation by giving them a new speech, and new tools to act against the aggression, under the concept: “It’s haters season. Stay fresh”.

In order get into teens culture we partnered with influencers and celebrities and use their media channels to spread the message under the platform #ILOVEYOUHATER

We also developed a series of content culturally relevant to create WOM and get impact on the media for free.

The campaign is composed of several content:

-"I LOVE YOU HATER" documentary, with which we started the conversation on social media.

And different media channels covered it for free.

We partnered with local and international musicians created new songs using their own haters’ comments. Showing that by staying fresh, and having fun, you can neutralize any kind of aggression.

Also, World Champion pole dancer Alberto del Campo, created a choreography based on his haters’ comments, and danced to the sound of the hater’s voice.

And thanks to big data analysis, we found the biggest Argentinean hater and put him face to face with his victims in a unique social experiment.

The campaign was massively shared globally.

+1.5 BILLION IMPRESSIONS

+363% EARNED MEDIA

+65MM TWITTER ORGANIC REACH

+3000 ARTICLES WORLDWIDE.

#1 Trending topic in 3 countries.

“Elise wrote a song using her hater’s comments. I love the alchemy”, Will Smith

“Watch this for heart refill”, Sarah Silverman.

“Sprite puts a hater in front of their victims”, Rachel Sheherazade.

“Sprite’s terrific campaign”, B.L. Ochman.

“Incredible campaign”, Raissa Chaddad.

“Hatred can be avoided ”, Manuela Dalvia

“Sprite attack haters with love”, Edith Brou.

“Negative comments can also make us stronger”, Tini Stoessel.