The Pakistani youth today is in self conflict, at cross roads as to “What they want to do” as opposed to “What they are told to do”, and eventually as time passes on it becomes more of “What they could have done” as opposed to “What they end up doing”. This state of existential crisis of following societal norms instigates a never-ending spiral of perplexity but also leads to the loss of self-expression.
Speaking about the campaign, Rizwan Ullah Khan, General Manager, The
Within hours of launching Sprite’s digital campaign, it is making massive waves around social media and driving positive conversations all across various forums. With 105,000+ views, 23,800+ likes, 5,550+ shares and 1,000+ comments, the digital campaign has captured the tension that the youth of Pakistan are facing today.
The digital campaign showcases a bunch of students and ask them a set of questions of “what they are doing” and “what do they really want to do”. Then the campaigns asks celebrities a similar set of questions to juxtapose the sentiment of the students. The messaging behind the campaign is to highlight that one should break free from societal norms and pressures and follow their heart to do something that they truly love.
More on Journey
- Coca-Cola Pakistan Enlivens the Karachi Literature Festival 2016
COKE LOYAL SERIES: Natasha Khan - The avid
- Sprite Pakistan unveils its campaign: Sprite Dikha Ke, Kaho Tika Ke!
- Coca-Cola Pakistan Part of the Top 16 Global Innovations
- Dare to Play? Fanta reveals #Fanta100 Dares