I Love You Hater

Haters around the world are constantly posting painful comments on social media. And teenagers are the most affected group, sometimes suffering from depression or even facing tragic endings. Coca-Cola got involved in the conversation by giving them a new speech, and new tools, so they could act against the aggression, under the concept: It’s haters season. Stay fresh? #ILOVEYOUHATER. The campaign was conceived as integrated, to reach teenagers in different segments with the objective of causing real impact in their community.