Sprite’s new campaign, Session Chill, invites young people to slow down and enjoy a moment of pause with refreshment starting this Friday (13/05) with the release of a new version of the song Spearhead, by rapper Rincon Sapiência, and an exclusive music video by the artist. Rincon is the protagonist of the campaign and presents his hit with a new guise for his audience and for the national music scene.
Check out the video made by Sprite:
Analyzing the context in which young people live, Sprite found, through research focused on this audience, that 65% of young people say they are overloaded with their work and/or study activities. Of these, more than 60% feel engulfed by a chaotic routine and more than half, 54%, choose to hide out of fear of the opinion of others.
This scenario was the basis for the creation of the new campaign, Sessão Chill, which bets on the value of pauses and music to alleviate the hustle of everyday life. To facilitate the connection with Generation Z, the campaign’s main audience, Sprite invited Rincon Sapiência, one of the best-known rappers on the national scene, to make a new version of Spearhead, his biggest hit, in a lower footprint. The rhythm lowers the heart rate to the level of alpha brain waves and the result is surprising.
According to Pedro Abbondanza, marketing director at Coca-Cola Brazil:
“We want to connect even more with the young audience and enhance the moments of pause with Sprite. The decompression generated by the ritual brings softness and breath, especially with this amazing feat we are doing with Rincon Sapiência. There’s no way not to slow down with the new version of Spearhead and an icy Sprite in hand.”
The idea of the campaign is to invite young people, the general public and Sprite fans to create their own break ritual and remember the importance of always including it within daily tasks, creating special small breaks to recharge. The campaign also features OOH (Out of Home), DOOH (Digital Out of Home), TV and content created by influencers.
Rincon also commented on the partnership:
“From the first moment in the studio, I really enjoyed the slow vibe. It’s very interesting that the beat of the music can interfere with the heart rate and give this new meaning, it was very cool. I put a lot of faith in the message, giving the body and mind a break, it’s something we don’t always remember to put into practice. I always try to organize myself so I can put ideas in place and have moments of pause. And this partnership with Sprite allowed us to produce this new version and record a super-produced music video, which the public will really enjoy.”
The music video and backstage recording of the music video will be officially released this Friday (13), on the brand’s YouTube channel and on social media as Sprite and the artist. On June 6th at 8pm, Rincon will participate in a live chat with fans via Twitter Spaces and will share details of the collab with Sprite.
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The post Sprite’s Campaign with Rincon invites the public to slow down appeared first on DNEWS.
