Kendrick just won a Pulitzer, Lil Nas X is rewriting the rules on music genres, JAY Z just became hip-hop's first billionaire - so where can you take it? Going all the way back to Obey Your Thirst, Sprite has always elevated hip-hop culture by giving artists a platform and a stage. With this campaign, we wanted to ask ourselves what hip-hop culture represents today. We landed on this insight that hip-hop has transformed into a culture that represents endless possibilities - impacting everything from from music to fashion to sports to politics. We want to inspire the next generation to do more and dream bigger. It's a challenge to our audience to push the boundaries of where hip-hop can go that we feel is massively inspirational because of all that hip-hop culture has been able to accomplish.