Client
Sprite
COMPANY
W+K New York
ROLE
Lead Strategist
Helping young people see the value of their vote
THE CHALLENGE
Sprite initially wanted a voting campaign to encourage their young audience to exercise their right to vote. But young black Americans didn’t think their voice was valued or their vote mattered. What the audience needed was not another campaign telling the to vote but a space for them to speak up, feel valued, and be heard.
THE INSIGHT & STRATEGY
A collective voice is a force that’s hard to ignore. All you have to do it look at the original platform that elevated voices of the black community: hip-hop and freestyle. This music was a stage for the community to speak up, freely express themselves, and see their power as a collective. For young people to realize their power and value, they needed the ability to speak up together. We didn’t tell them anything, we simply gave them a platform to own.
