Challenge
YOUNG ONES 2024 BRIEF (official case boards sent for entry)
Fanta has always been perceived as a kid’s brand. Once kids become teens, they grow out of Fanta quickly. Out of sight, and out of mind. We want to reposition Fanta as the sparkling soda brand for teens. But first, we have to get them to notice us in a big way. Our challenge? Create a headline-breaking Fanta ad that shows how their brand and product can play a role in popular culture that appeals to teens.
Advertising campaign · Strategy · Media Innovation · Motion Graphics · Copy writing
Outdoor Billboards
Concept: Use real-time traffic signals to create a dynamic and engaging billboard experience.
Execution: Install Fanta billboards near busy intersections. Program the billboard to simulate orange liquid filling up the board every time the signal turns red. Two seconds before the signal turns green, the billboard will display a message to buckle up and look ahead while driving.
Impact: The dynamic billboard experience will capture the attention of drivers and create a sense of anticipation. The simulation of the liquid filling up will highlight the refreshing nature of the beverage. The message to drive safe and look ahead will reinforce Fanta's commitment to responsible consumption.
Bus Stop Signs
Concept: Use motion-sensor technology to create an interactive bus standee experience.
Execution: Install Fanta bus standees in high-traffic areas. Equip the standees with motion sensors that detect when a person walks past. When a person passes by the standee, it will display a motion-activated message, such as "This is your sign to slow down" or "This is your sign to take a breath." The standee will also feature an animation of Fanta elements.
Impact: The interactive bus standee experience will capture the attention of passersby and encourage them to take a moment to relax and refresh. The motion-activated messages will provide an unexpected reminder to take a break and enjoy the moment. The experience will increase brand recall.
Google Search Easter Egg
Concept: Surprise and delight users with a fun and interactive Google Search Easter Egg.
Execution: When a user types "Fanta" into the Google search bar and clicks on the logo, the results page will transform into a playful experience. The screen will display a fun and unexpected message, such as "This is your sign to get those tickets" or "This is your sign to rest your eyes." The search results page will also feature an animation of Fanta elements.
Impact: The Google Search Easter Egg will increase engagement with the brand, generating positive buzz. The fun and unexpected message will resonate with the Gen-Z target audience. The animated Fanta elements will create a visually engaging experience.
THANK YOU
(TEAM PROJECT)
