In an attempt to push up against the over-promising soda/beverage industry, the “Obey You” campaign challenged not only the consumer but the brand to be HONEST. Asking teens to obey their true selves would be self-righteous if Sprite the product did not lead by example. 

The intrinsic print campaign focused on celebrating Sprite for being Sprite. Nothing more, nothing less. A refreshing lemon lime soda. We wanted Sprite to hold a mirror up to itself, take a closer look, and be honest, refreshing and proud.

We achieved this through well-crafted, macro product photography with extra concentration on light and clarity. We focused on the authentic action of Sprite. In particular, its magnetic connectivity, honest clarity and effervescence. This simple and graphic approach separated Sprite from its over-rendered competitors.

The lifestyle component of the campaign partnered with photographer Danielle Levitt, known for documenting youth culture. We featured teens being their genuine, yet unapologetic selves. Through street-casting and careful selection, we ensured that the final product celebrated a diversity of self-truth, giving bigness to the little moments of honesty that are often overlooked. A social media extension featured a behind the scenes video of our photoshoot, allowing consumers to get to know and be inspired by the cast.