The best place to reconnect Sprite with hip-hop wasn't an ad. It was a bodega. 

Sprite asked W+K to revive 'Obey Your Thirst' and help the brand reconnect to its hip hop roots. The spark came easy: Sprite and hip hop intersect at the neighborhood bodega... Biggie style. So we built a real bodega in New York City. 

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The Sprite Corner was a 2-month-long summer hip hop experience and content platform packed with live events across music, art, fashion, film, comedy, food and insane amount of Sprite. We stocked the deli case with custom swag and decked the shelves with our own Spritey bodega products.

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The Corner was also a content backdrop and unique media experiment: we partnered with VICE, Comedy Central, BET, Complex and Fader to produce and distribute content for each event.

 

Role: Concept + Creative

Agency: Wieden+Kennedy NY