"Friendship Day"
2017
Client:
Sprite
The Truth
Everyone has that one friend stuck in the friendzone. The one who's always there but never "there."
The Approach: Latin America celebrates Friendship Day—a holiday built on recognizing the people who matter. Sprite's campaign that year was "Things as they are," calling out uncomfortable truths people usually dance around.
So we made a video about the friendzone. Direct. Honest. The kind of thing everyone knows but nobody wants to say out loud.
The Line
"For you, who are loved 'as a friend.' Happy Friendship Day."
My Role
Concept and copy.
The video worked because it acknowledged what Sprite's audience already felt. No sugarcoating. No pretending friendship always means what we want it to mean. Just the truth, delivered with the brand's voice.
Translation:
For you,
who are loved
"as a friend"
who are loved
"as a friend"
Happy Friendship Day.
