Sprite in Brazil asked four graffiti artists to design new cans and invited consumers to do the same on its website, using an online drawing tool. The campaign was a huge success. See Graffiti Cans and Graffiti Billboards. 250,000 artworks were submitted, attracting more than 15,000 votes and 4.2 million unique visitors. The four new cans were made using the four winning consumer designs. But what would happen with the remaining 249.996 artworks? Sprite converted them into a collective collage, a surface pattern design reproduced on tennis shoes. “Sprite Tennis: refresh your ideas”.
The Graffiti-inspired campaign was developed at WMcCann, Rio de Janeiro, by chief creative officer Washington Olivetto, creative directors Guime Davidson and Ia Murad, creatives Viviane Pepe, Bruno Guimarães, Renata Raggi and Rodrigo Guimarães, planners Gustavo Otto, Pedro Motta, production team Daniela Conde, Marcela Santos, Thiago Curto, media team Sandra Catarino, Carla Dart, Ana Carolina Santos, Mariana Alzuguir, Elaine Almeida, Fátima Santos, Jeisa Araújo, Marcos Ornelas, agency producer Marcelo Hack, account team Marcio Borges, Juliana Senna, Samantha Faria, with Coca Cola Brasil marketing team, including Bernardo Bouças and Gian Martinez.
Tennis shoes were developed at Redley.