The document outlines a campaign by Sprite aimed at encouraging Vietnamese teens (ages 15-19) to embrace their true selves through the message 'be yourself'. It details an engaging approach where a teaser involves a shocking experience with a product that leads to a website inviting teens to share their personal stories, with ten selected stories featured in a viral video promoting acceptance from families and society. The overall goal is to drive traffic to the website, change teen behavior, and foster a supportive environment for youth authenticity.

1. INSIGHT
Teens are brought up to be what their parents/families/state expect them to be
They normally conform to the usual way but do not listen to their instincts and
do not follow what they are passionate about
TASK
Sprite want to build higher brand relevance to teens by
sharing brand POV
And encourage teens to be who they are and follow their
dream
TARGET AUDIENCE
Vietnamese teens (15-19). Urban. Nation wide. Skewed to HCMC
Brief recap

2. Big idea
“BE YOURSELF”
CHANGING BEHAVIORS
To TEENS
Obey themselves
Give them a chance to
take action
To FAMILIES/SOCIETY
Change their perception
Give their child permission to
be themself

3. • Touch point where the
target instantly consume
the product.
• Using product as an
ambient for the campaign
• Objective: drive the traffic
the website
The Teaser
A teen is going to get a Sprite at his school
canteen.
He instantly drink the product He will be shocked and disappointed to find out
that inside the bottle is not Sprite but plain
water.
Then he will instantly check the bottle if
there is something wrong and soon to find
out the message
«Isn’t it disappointing to be
someone not yourself?» «visit
www.beyourself.com»
After reading the message, he can come back
to the canteen and get another real Sprite

4. • Target audiences will come to this website and share their story
• Sprite then select 10 stories which can be picked randomly or based on number of ‘’like’’ they get
• Objective:
• Encourage teens to share their own story of who they are and what they want to be/to do
• Recruit 10 cases to be featured in the viral video
The Recruitment

5. • The video will feature the journey of «be yourself» share it to public via youtube, Sprite website, online
magazines, social network  create publicity
• Objective: CHANGE THE BEHAVIORS
• Teens: be themself
• Families/ society: understand and support their child
The Viral Video

6. The Viral Video
Case example #1

7. The Viral Video
Case example #2
?

8. The Viral Video
Case example #2
Public outrages that could help teen to win the challenge

9. The Theme Song
• All 10 participants will together perform a theme song «Be Yourself»
• Objective: using this song as a fun exciting conclusion to motivate youth to
obey and be themself

10. The Summary
«This is not just an ad but act that can change the behaviors
of our target and people behinds»
THANK YOU!