Sprite Proverbs

Creative Agency: FP7/CAI
ECD: Ahmed Hafez Youness
Creative Director: Rami Elkerdani
Graphic designers: Ayman Salah Anwar, Mo’men El Siwi, Hicham Rahma, Ahmed Samir Bedoo, Shady Allam, Mostafa Abdelmawla, Mohamed Salah, Ramy Kamel Omar, Gihad Mansour, Mohamed Elmahdy
Project Type: Produced, Commercial Work
Client: Sprite
Location: Cairo, Egypt
Packaging Contents: Soft drink
Packaging Substrate / Materials: Aluminium

As Egyptians, we’re always raised to know our limits. We don’t like to steer far from the herd, we are mostly conformist. It’s in our folklore, our proverbs and our culture. But this is not true when it comes to millennials, they redefine the norms, they know no limits, they create new culture.

We need to encourage them to cut through the limitations, how? We will rewrite all the limiting proverbs, and give them a new meaning, a positive one, Helping sprite consumers cut through their cultural limitations and quench their thirst both literally and figuratively.