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Fanta

CREATIVE BRIEF
*from Young Ones 2024 from The One Club for Creativity
The Brief: Make Fanta relevant to 18-year-olds
Challenge:Create a headline-breaking Fanta brand act that shows how our brand and product can play a role in popular culture that appeals to teens
Audience: Gen-Z teens, born after 2004
Fanta’s Brand Point of View:
There’s always a drink with the relevant product functions to meet different needs. But who’s taking care of your wants? It’ s why Fanta prides itself as the brand that satisfies your wants while others are fixated on your needs. After all, there’s nothing functional about Fanta’s lip-smacking refreshment. It’s not something you need.
It’s something you want, when you want it. Because taking a moment to treat yourself well is never a bad thing.

BIG IDEA & CONCEPT STATEMENT

Because I want to.
When we were kids, our parents regulated us from watching TV and eating more candy. When we get older, we are told to study harder and play less video games; eat more veggies instead of our cravings. When we become adults, we decide to choose a 9-5 over our childhood dream of traveling the world. In life, we constantly compromise.
But that playful version of ourselves, is it really that bad? Perhaps not. So don't limit all the fun! Fanta wants you to be your vibrant self. We will showcase many scenarios of what Gen-Z has given up but wants to do. Why Pounder over the pros and cons? The single reason that is sufficient enough to do anything is that "I want to".

OOH EXECUTION

Placing transparent, filter-like billboards on outdoor scenes, where audience can take picture with.

SOCIAL MEDIA CAMAPAIGN AND EXECUTION

Idea 1: #Take a pic with Fanta
Fanta encourages Gen-Z to do things they wanted to do, and like to do.
Putting out a series of billboards in different locations, such as a beach, a ski resort, a popular hiking route, and encourages people to take pics with those Fanta transparent billboards using the Fanta “I want to” filter at Instagram, Tiktok, and Snapchat, and share them.
Human Insight:
People like to record, like to have fun, and take pictures with landmarks. Let's make the Fanta board a landmark.

Idea 2: #ShowerFanta
Combining Fanta with the once viral “ShowerOrange” trend, and encouraging people to try drinking Fanta while showering to enter the pop culture. We promotes that drinking iced Fanta can bring you memorable shower experiences.
It feels good, so "I want to".
We will introduce the activitiy on social media including TikToks, Instagram, and Reddit, and encourages young audience to share their experiences. Also, we want to partner with some Gen-Z bloggers and produces some short videos together.

Creative directors and producers: Tiantian Fu, Sanyu Liu

Works

Tiantian Fu

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