SPRITE HIP HOP AWARDS
The Sprite “There’s Nothing Soft About It” campaign was created to celebrate the energy of hip-hop culture and amplify the voices of emerging rap talent leading up to the BET Hip Hop Awards Cypher. To find the next wave of lyrical innovators, Sprite hosted a casting call across Chicago, tapping into the city’s raw creative scene. Among the standout talents was a young VIC MENSA, whose performance helped ignite buzz around the project and spotlight the city’s thriving hip-hop movement.
The campaign came to life through dynamic visual storytelling and live cypher performances, shot in authentic underground venues that embodied Chicago’s gritty, unapologetic sound. Local MCs were featured across Sprite’s social channels, BET.com, and select partner media, with content quickly gaining traction, earning thousands of views, shares, and fan engagement nationwide.
The Sprite “There’s Nothing Soft About It” POS campaign captured the raw, unfiltered energy of Chicago’s hip-hop scene. Each image showcased real emerging rappers mid-performance, sweat, emotion, and passion on full display. With bold taglines like “Stay on the Rise” and “Flow Free,” the visuals embodied authentic hustle and creative freedom, bringing Sprite’s “Obey Your Thirst” spirit to life.
POS POSTERS
VIDEOS
Meanwhile, the cypher videos, filmed in iconic Chicago venues, showcased the raw talent of local MCs, including an up-and-coming Vic Mensa, and quickly took off online. Featured across BET.com, social media, and hip-hop blogs, the videos racked up thousands of views, comments, and shares, proving that when culture and authenticity collide, the results are undeniable.
Chicago MC, Vic Mensa
Chicago MC, Dave Coresh
Chicago MC, Marvo
