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Sprite I love you hater

The project

What happens if we respond to hatred with a bit of humor? This campaign showed that "refreshing" haters can improve people's consciousness about topics like homophobia, body shaming and racism, generating engagement.
We collaborated with Commenti Memorabili, Italian Facebook influencers, to push followers to answer with humor to hater's posts.


Sprite Italy


Social networks, OOH billboard, event, temporary store.


McCann Worldgroup Milano

creative team

Andrea Gessa, Andrea Piovesana, Adriawan Purwanto

video post to generate engagement
facebook posts
video presentation