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Sprite: Sprite Shade

Every Sunday, since the 90s, one of the main transit routes in São Paulo and one of its urban icons, President Costa e Silva High, more popularly known as the “Minhocão” (big worm), is closed to traffic and becomes a 7-mile long park in São Paulo, where people stroll along and exercise. Built in 1970, Minhocão could be described as the Brazilian version of High Line Park, in New York, if it was not for a huge difference: it does not have a single tree, which makes it a very unusual “park” that gets considerably uncomfortable on the hottest days. Aligned with the positioning “Refresh Your Ideas,” and seeking to reinforce the brand’s connection with urban creativity, Sprite came up with a new way to cool off in summertime: a personal mobile tree shadow. WMcCann created “Sprite Shade” and placed lemon trees in mobile vases shaped like Sprite cans along the park. That way, people could walk with their own personal shadow and refresh themselves, no matter how hot the day was. The action reached more than 500 hundred people in a single day.

Advertising Agency: WMcCann, Brazil
Chief Creative Officer: Washington Olivetto
Executive Creative Director: Guime Davidson
Creative Director: Carlos Ia Murad
Copywriter: Giovani Baggio
Art Director: Guilherme Valverde
Head of Production: Regina Knapp
Production Company: Volcano Hotmind
Producer: Enzo Barone
Directors: Giancarlo Barone, Luiz Evandro
Director of Photography: Ale Ramos
Editor: Volcano Hotmind
Audio: Merengue Ba
Music Production: Baticum
Audio Mix: Loud
Music Composer: Guilherme Valverde
Photography: Zarela Neto
Art Buyer: Ricardo Lívio
Account Director: Marcio Borges

2 comments

morse's picture
morse
16993 pencils

Wonderful idea.

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kleenex's picture
kleenex
38882 pencils

I need this...

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