THE MASK OF THE OWL

ClientCOCA-COLA
Category A01. Fast Moving Consumer Goods
TitleTHE MASK OF THE OWL
Product/ServiceSPRITE
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
Jirí 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 Mask of the Owl’ 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) A bully wants to see you cry. Or cower in fear. Or blush the colour of a ripe rambutan! Google it. But when they do not see you cry or cower or blush, they become weak and confused, like when your father plays Fortnite. HA HA! Look at him! He doesn’t even know what this is! So, you will show bullies no emotion. You will learn (with heavy echo) The Mask of the Owl. Look at an owl. He is blinking. He is staring. WHAT DO YOU WANT OWL? He does not say. WHAT DO YOU WANT? See? He blinks. He stares. He gives nothing but those still eyes and that occasional total rotation of his head. CURSE YOU, OWL! And thank you. Give the bully nothing. Be strong. Be still. Be the owl. There will be more lessons from the Sprite School of Mental Martial Arts soon. (A random martial arts noise, such as…) GWWN-TCHAO!