THE WILL OF THE CAT

TitleTHE WILL OF THE CAT
BrandCOCA-COLA
Product/ServiceSPRITE
Category A01. Fast Moving Consumer Goods
Entrant McCANN PRAGUE, CZECH REPUBLIC
Idea Creation McCANN PRAGUE, CZECH REPUBLIC
Additional Company McCANN BIRMINGHAM, UNITED KINGDOM
Credits
Name Company Position
Catalin Dobre McCann Worldgroup CEE Creative Director
Razvan Capanescu McCann Prague Chief Creative Officer
Filip Kukla McCann Prague Group Creative Director
Aleš Brichta McCann Prague Copywriter
Tereza Hendry McCann Prague Copywriter
Vince McSweeney McCann Birmingham Chief Creative Officer
Joe Ivory McCann Birmingham Creative Group Head
Jamie Buckingham McCann Birmingham Creative Group Head
Martin Petrásek McCann Prague Group Account Director
Patrik Rymeš McCann Prague Account Director
Jan Suda McCann Prague Media Director
Jiří Fejtek McCann Prague Agency Producer
Carmen Bistrian McCann Worldgroup Creative Excellence Manager Europe
Alice Reindlová McCann Prague PR & Communications Manager

View Script

Write a short summary of what happens in the radio or audio execution or campaign.

In a series of radio spots, we introduced a new type of self-defense for kids against bullying – mental martial arts. In each spot our mental martial art master teaches a different technique, inspired by ancient Kung Fu.

Cultural / Context information for the jury

Kids are bullied at schools and online across the globe. Bullying excludes kids from making friends and joining groups, damaging their self-confidence and future growth. Sprite stands for fun and togetherness and therefore must support bullied kids.

Script. Provide the full radio advert script in English.

‘The Will of the Cat’ MVO 1 (With heavy reverb and a mystical oriental musical sting) Welcome to the Sprite School of Mental Martial Arts. The ancient art of beating bullies with the power of the mind. MVO 2 (Japanese accent) When a bully does bullying, that bully wants a reaction. They want you to say (mockingly) ‘Oh, Bradley – you are scaring me like a mighty bear scares a baby rabbit, with your muscles and your great jokes about my haircut.’ But you will not give them a reaction. You will develop (with heavy echo) The Will of the Cat. Does a cat bend to another’s will? Does a cat do what is asked of it? (With even more heavy echo) NO! The cat is a very unhelpful animal. Seriously. Never ask a cat to help you carry your shopping. It just won’t! HA HA HA HA! (Suddenly serious) But that is the cat’s strength. And that will be your strength. Do not give the bully a reaction. Be strong. Be the cat. There will be more lessons from the Sprite School of Mental Martial Arts soon. (A random martial arts noise, such as…) HWAH-CHOW!