Truth 365 is a dedicated youth culture magazine. It is a key component of Sprites ‘Let the truth refresh you’ campaign. While there appears to be little branding in the magazine – it is, in fact the gateway to 130 pieces of unique Sprite content.
The objective of Truth 365 magazine was to engage the advertising resistant target group in their environment, and on their terms. Placed in youth flagship youth stores, the magazine acted as part of the in store experience. However, scanning any one of the hidden QR codes unlocked content, which gave the viewer a completely different perspective of the magazine motives.