Sprite launched a new global global campaign called “Camo”, inviting people to express themselves. The campaign will be conducted through two spots (60 and 30 second versions), which will be aired on TV channels around the world, and shared on social networks as well.
The spot, signed by BBH’s (Bartle Bogle Hegarty) New York and Shangai offices, was shot in Prague, Czech Republic. At the beginning, empty streets of Prague are shown, when slowly people camouflaged in a way to blend in with the urban environment perfectly start to emerge. What happens next, I’ll leave for you to see in the video:
According to Jonathan Mildenhall, global content excellence VP at Coca-Cola Company, this campaign is an “insightful invitation to teens all over the world to feel comfortable about being themselves.”
As BBH NY’s chief creative officer John Patroulis explained, the metaphor in the spot, combined with the hand painting technique used to blend in the people with the environment, were both used with intention to make the spots memorable and easy to understand in different nations and cultures worldwide.
Take a look at a behind the scenes video to find out more about the process of making the commercials:
I like how the camouflage metaphor was used to convey a message about the uniqueness of the brand itself, and consequently, the people who drink Sprite. However, I’ve seen some negative comments on the video, claiming that the technique was stolen from a Chinese artist Liu Bolin, who has received worldwide recognition working with this technique of “hiding” people. If it really is his trademark technique, and he wasn’t financially compensated nor consulted (he wasn’t credited, either), then this campaign was not a nice move by the creative agency in charge, and Sprite eventually. Not a nice move at all. But, let’s not jump to conclusions too early. Meanwhile, take a look at Sprite’s largest global campaign ever, called “Uncontainable Game“.