Idea

‘Heat Happens’ – an acknowledgement that physical, emotional and mental heat are inevitable in our daily lives – and rooted in the fact that although there’s nothing you can do to avoid ‘heat’, what you can do is not lose your cool over it with an ice cold Sprite.

Challenge

In the past, we were thinking of heat in its most literal sense, as in physical heat that comes from the sun and is felt most during summer. But the truth is another form of heat has always existed and it’s making the world more heated today than ever.

Execution

We developed a disruptive media plan that used targeted ‘heatmapping’ to identify triggers, landing our key message at the most heated moments. Surge prices on Uber, annoying pre-rolls, and heated Twitter feuds all became stages for our brand, and intervention points where we incentivized people to stay cool with Sprite.