Traffic, stress, chaos—city life can be overwhelming. That’s why Sprite created the “Cabine do Grito”.
Scream It Out, Cool Down Instantly
From August 12 to 18, pedestrians at Avenida Paulista, 900 were invited to step inside a glowing white booth, scream their hearts out, and walk away with an ice-cold Sprite in hand.
It’s a simple but powerful concept—let it all out and then cool off. Just like great OOH campaigns, this activation taps into emotion, timing, and human need.
Turning Stress Into a Shareable Experience
The “Scream Booth” isn’t just a gimmick—it’s an invitation to reset. Inside, the audio-reactive installation amplifies the scream experience, giving participants a sensory way to decompress.
By pairing physical relief with a tangible reward (a chilled Sprite), the brand creates a memorable, shareable moment that travels far beyond the sidewalk.
Emotional Branding in Real Time
This campaign perfectly aligns with Sprite’s positioning: refreshment with attitude. It's about more than just thirst—it’s about recognizing how people feel and offering a sensory solution.
As with the most impactful outdoor advertising, Sprite isn’t just showing a message—it’s delivering it through action.
Paulista Avenue as the Perfect Stage
One of Brazil’s busiest and most iconic streets, Avenida Paulista provided the perfect canvas for this campaign. High foot traffic, urban energy, and diverse passersby meant high visibility and wide resonance.
Like placing a billboard in the right place at the right time, this activation thrived on strategic placement and cultural context.
Relief and Refreshment Go Hand-in-Hand
The closing message? Relief and refreshment go together. Sprite embodies both. With the Cabine do Grito, the brand didn’t just advertise—it intervened, offering a playful, human way to reconnect with the public.
It’s a masterclass in how OOH activations can deliver real value—emotional, physical, and brand-driven.
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