The first-ever global marketing campaign for the Coca-Cola Company’s Sprite, titled “Let’s Be Clear,” has been launched. Created in partnership with agency GUT Buenos Aires, the campaign includes this spot, “They Need Guidance,” which centers on the dialogue GenZ sometimes needs to have with parents, transparently, about modern-day cultural topics. Examples include how gaming has become a legitimate source of income for skilled players and the rise of street art as a highly respected artform. The spot also explores social and environmental topics such as water conservation and diversity and inclusion.
It’s a reversal of a parent talking to their kids about the birds and the bees. Today, teens can find themselves “lecturing” and educating their parents about assorted facts of life, which dovetails nicely with Sprite’s “Let’s Be Clear” mantra.
Perez Veiga directed “They Need Guidance” via production house Primo.
CreditsClient The Coca-Cola Company/Sprite Agency GUT Buenos Aires Ignacio Ferioli, Joaquin Cubria, chief creative officers; Matias Lafalla, Ramiro Rodriguez Gamallo, executive creative directors; Andres Wassermann, copywriter; Javier Biondo, art director; Eugenia Carbajales, director of production. Production Company Primo Perez Veiga, director; Carolina Cordini, exec producer; Gala Gonzalez Costes, Assaf Eldar Stadler, producers; Steve Annis, DP; Maggie Arrieta, art director; Buki Ebiesuwa, wardrobe stylist. Editorial Alejo Hoijman, Marcela Truglio, editors; Seba Lopez, post producer. Postproduction Pickle House Music Bamba
The Best Work You May Never See: C3P, No Fixed Address Show Us There Are No “Safe Spaces” In Canada When Kids Are Online
Creative agency No Fixed Address has partnered with the Canadian Centre for Child Protection (C3P) to raise awareness about the alarming increase in online child sexual exploitation in Canada. The “Safe Spaces” campaign alerts parents to the fact that nowhere is currently safe for a Canadian child--not their school, not their playground, not even their own bedroom--as soon as they’re online.
This “Safe Spaces” public service film--directed by Amélie Hardy via production company Carton Rouge--features the mothers of six victims of online sexual exploitation, telling their kid’s stories from the same places they assumed their child would be safe. These courageous moms have not only suffered the nightmare of what happened to their children, they’ve suffered under the assumption by many Canadians that it is somehow their fault for not keeping their children safe. This is the preconception the “Safe Spaces” campaign seeks to change. This can happen to anyone. Predators are everywhere online. And they’re targeting everyone. The campaign is urging Canadians to support the federal government’s Online Harms Bill, which would require social media companies to provide meaningful protection to children online.
“These courageous moms chose to share their heartbreaking stories to help Canadians understand why we desperately need legislation to protect our children from dangerous spaces online, just like we do offline,” said Lianna McDonald, executive director of C3P. “This is why we need safety regulations for the platforms kids use every day, as proposed in the Online Harms Bill.”
Alexis Bronstorph, chief creative officer at No Fixed Address, said, “We were blown away by the courage of these moms for sharing their stories.... Read More