Heat is the enemy.
Sprite needed a new way to talk about heat — not as a weather report, but as the thing that stands between you and your cool.
Context
South Africa doesn't just get hot. We get impatient heat, taxi-rank heat, social-pressure heat, work-stress heat, relationship heat. The previous platform "Heat Happens Stay Cool" opened the door. Our job was to evolve it into something with sharper cultural meaning.
We noticed in South Africa, many street vendors sit under billboards to escape the sun's heat.
The Platform Idea
Heat Is The Enemy. A brand world where heat becomes a character we expose, challenge, and disarm. Where staying cool is not just refreshing — it's emotional discipline.
OOH System
Heat reacts. You respond. Sprite cools.
Behavioural Moments
Daily triggers: delayed texts, long queues, group chats, traffic, phone calls from home — each translated into a Sprite ritual.
My Role
- Concept direction and platform articulation
- Heat behaviour mapping
- Social territory development and line writing
- Strategic refinement with the creative lead
Credits
- Creative Lead: Spike Kunene
- Copywriter: Spike Kunene
- Art Direction: Mongezi Xhoma
This concept was developed but not produced. Still one of my favourite platform ideas.