Sprite Summer Campaign: The most DCO that DCO has ever DCO’d.

A summer campaign so hyper-contextualised that it even surprised us!
Summers in India are like Harvey Dent- two-faced. Some regions experience humid summers, while others experience hot, sultry heat. This meant more personalisation, less generalisation.

So we created 64 versions of 4 master films which were partly shot and partly AI-generated, featuring Sharvari. Films that changed basis your city, your location and the type of summer you were experiencing. Films that were made through AI and that made fun of AI, all the same.

What did I do?

Brainstormed and conceived the absurd, unreal situations, co-wrote the lines, QC-ed the films a gazillion times, QC-ed the 64 versions a million times, and executed the pre-buzz and amplification plan around the campaign.