Description
Sprite , part of The Coca-Cola Company launches the "The Knocklace Collection" in partnership with AKQA Casa.
Directly addressing young adults who still live at home, Sprite recognizes the difficulty of finding solitary moments. Given the economic challenges they face, many young people have delayed leaving home, often due to limited options. To address this, Sprite collaborated with AKQA Casa to create a campaign focused on the Knocklace capsule collection, featuring three jewelry pieces inspired by lockets.
Handcrafted in partnership with Pay 4 Brain, each locket is equipped with a secret technological device seamlessly paired with smartphones. The sensor discreetly sends a notification whenever a Knocklace user breaches the perimeter and automatically switches screens to a "safe screen" if necessary. It indicates only the proximity between the users, without tracking their exact location. Adding an ironic twist, the medallion design allows users to store a special photograph, blending function with sentimentality.
"The Knocklace Collection" campaign takes another step in this concept and brings a narrative that goes beyond, offering an innovative and fun solution to such an important topic for young adults: privacy in intimate moments.
"Sprite believes that staying cool in challenging situations is the best way to navigate them. In addition to its extreme refreshment, which is the brand's signature, Sprite is a great ally of this generation, understanding that dealing with challenges requires humour and intelligence, especially in their relationship between parents or guardians. Without neglecting the trust in these relationships, but with humour and technology-driven solutions," comments Chiara Martini, Senior Director of Creative Strategy for Coca-Cola in Latin America.
According to AKQA Casa's Associate Creative Director João Gandara, "The Knocklace Collection emerges as a humorous tool to raise awareness on the importance of dialogue and privacy. As a brand designed to help people stay cool, Sprite is the perfect ambassador for this type of innovation."
The campaign eliminates the heat of being caught red-handed and having to deal with embarrassing situations. However, the main idea is to promote conversation and provoke dialogue about privacy issues in the digital age.
This professional campaign titled 'The Knocklace Collection' was published on April 11, 2024. It was created for the brand: Sprite, by ad agency: AKQA Casa. This Film and Integrated media campaign is related to the Soft Drinks industry and contains 5 media assets. It was submitted 18 days ago.
Credits
Credits
Sprite | Knocklace Collection
Client: Coca Cola Company
Approval team:
Pietro Cirsone, Camilla Zanaria, Claudia Navarro, Abhjit Datta, Chiara Martini, Raquel Ribeiro, Erika Wolthers, Lucas Fajardo, Maria Alejandra Caicedo, Laís Emilião, Gabriel Cadete, Rodrigo Mascarenhas, Carla Dart, Joana Moura e Aline Jesus
Agency: AKQA
Team: Anderson Lima, Brunno Cunha, Carlos "Cauê" Martins, Christiano Vellutini, Diego Machado, Hugo Veiga, João Gandara, João Pires, Lucas Andrade, Luiza Baffa, Luiza "Luli" Fedrizzi, Mariana Franco, Maya Montenegro, Murilo Amaral, Natalia Albertoni, Paula Santana, Renato Zandoná, Stella Gafo
Additional Company: WPP Open X
Team: Caio Calderolli, Cleber Almeida, Duda Cruz, Felipe Duarte, Felipe Ferrarez, Felipe Oliveira, Guilherme Lagrotta, Ingrid Guimarães, Jessely Santos, Juan Plata, Julia de Freitas Bernardes, Julia Nassif, Kelly Kurahayashi, Laila Bergamasco, Matheus Cerqueira, Murillo Bosi, Pedro Rotta, Priscila Saikai, Rafael Fatte, Ricardo Rodrigues, Roberta Ozi, Rodrigo Kozma, Vanessa Gianotti e Verônica Panzero
VIDEO HERO:
Production House: Kaus Filme
Film Director: Los Pibes
Film Co-Director: Paulo Nascimento
1º AD: Vinicius Lombardi
2º AD: Gabriela Chiavone
Executive Direction: Thiago Mascarenhas
Executive Production: Camila Martinez
Client Service: Carol Duarte
Post-Production Service: Leticia Almeida
Director of Photography: Kairo Lenz
Art Direction: Karla Salvoni, Winnie Ramos
Props Producer: Bruna Ramos
Props Assistant: Eduardo Bueno
Production Direction: Raphael Gonçalves Reitano and Frederico Sada Guerini
Producer: Danilo Oliveira Biondi
Location Producer: Eduardo Henrique Bittar
Costume Design: Fabiana Terezinha Souza (Fabi)
Costume Assistant: Karina Dos Santos Barbosa
Makeup: Iris Bittencourt
Nail Artist: Thayna Dandara Bento de Moraes
Casting Producer: Taty Horta
Production Coordination: Larissa Luisi
Post-Production Coordinator: Btfly/Guava Post
Post-Production Director: Rodrigo Zorack
Editor: Matheus Tibira
Finisher: Camila Cavalcante and Renan Chagas
Color Grading: Acauan Pastore
3D: Romio Alencar
Sound Design & Mix:
Audio production company: LOUD+
Musical Direction: Gustavo Garbato and Felipe Kim
Client Service: Priscila Miranda, Lu Fernandes, Juliana Pontes, and Karin Borba
Production: Henrique Guimarães, Hugo Mariutti, Rafael Kabelo, Rodrigo Scarcello, and Yuri Chix.
Finishing: Pedro Cortez, Ricardo Bertran, Luca Fasano, Pedro Turcão, and Rodrigo Tedesco.
Executive Production: Maia Feres
Coordination: Rafael Silvestrini, Izabel Sanches, and Douglas Freitas
Voiceover: Juliana Okuda (DJ) and Tai Veroto (Feeding Duck)
DIGITAL ASSETS:
3D Production House: Zebra 3D Fashion
Website and App: Pay4Brain
JEWELLERY COLLECTION:
Company: JNTO
Production Director: Cainã Meneses
Technology Director: Jonas dos Santos
Executive Creative Director: Felipe Pimentel
Executive Producer: Taluce Fachga
Project Managers: Larissa Maulin, Jéssica Cabral
Creative Director: Michelle Corte Real Simon (Unânime)
Product Design: Rodrigo Corte Real Simon (Unânime)
Production: Christian Striato Magalhães, José Mateus da Silva, Luis Carlos Simon, Michelle Corte Real Simon, Rodrigo Corte Real Simon
INFLUENCERS BOXES:
Final Artwork and Graphic Production: Arizona
Printing and Handling: P+E Digital Gallery
