Youngsters cringe when marketers try to sound hip by parroting buzzwords and slang from a decade ago. It’s embarrassing and they see right through it. In the same way parents give teens rules to follow, so do our bottlers, retailers and leadership. So just like teens WE’LL DO “EXACTLY AS TOLD” BUT WITH ATTITUDE AND IRONY THAT FLIPS THE INTENT. WE WILL LET THE CREATIVE BE BY TEENS (SORT OF).
This campaign started as a shopper campaign and ended up evolving to be an above the line global campaign idea. Each market took it and ran wild with it so on each market the pieces were different since they followed their teens inspiration and ideas expressed with a touch of their own culture and uniqueness. The campaign was used/released globally in 150+ markets around the world.
Experiential example:
We were close to the work done for this campaign in Mexico and Colombia since the work/pieces/applications needed to be/feel faithful and as a cohesive system throughout.
Websites: http://www.fanta.ru/ru/home/ https://www.fanta.fr/fr/home/ https://www.fanta.com.au/ https://takeover.fanta.com/us/en http://www.fantalatinamerica.com/es/cl/home/
Experiential: https://vimeo.com/249332196 https://vimeo.com/249332196 https://vimeo.com/249332225 https://vimeo.com/249332253
Credits: Momentum ATL | David The Agency (Miami)
ADs: Carina Lucero, Sara Collins. | CW: A.P Chaney. CD: Glen Peden, A.J Croce. | STRATEGY: Jorge Hernandez, Adrian Velasquez, Monica Schultz. | BL: Melissa Hill, Kate Franks, Suzanne Peterson.
Paper Artist Matthew Sporzynski
