Advertiser: THE COCA-COLA COMPANY
Agency: OGILVY NEW YORK
Category: Food and Non-Alcholic Drinks
Advertising campaign: PLAY FANTA CAMPAIGN
Creative Director: Abe Baginsky (Ogilvy & Mather)
Creative Vice-President: Anselmo Ramos (Ogilvy & Mather)
Chief Creative Officer: Calle Sjoenell (Ogilvy & Mather)
Agency Producer: Amy Chuang (Ogilvy & Mather)
Executive Director/Digital Production: Angela Fung (Ogilvy & Mather)
Account: Daniel Langlitz (Ogilvy & Mather)
Agency Producer: Gilberto Filho (Ogilvy & Mather)
Copywriter: Holden Rasche (Ogilvy & Mather)
Agency Producer: Joel Metcalf (Ogilvy & Mather)
Director: Marie Hyon (Psyop)
Account: Marianne Pizzi (Ogilvy & Mather)
Copywriter: Pedro Lenz (Ogilvy & Mather)
Music Producer : Michael Freeman (Ogilvy & Mather)
Copywriter: Rogério Martins (Ogilvy & Mather)
Creative Director: Tristan Kincaid (Ogilvy & Mather)
Art Directors: Jen Lally (Ogilvy & Mather)
Agency Producer: Jenna Gartland (Ogilvy & Mather)
Account: Lauren Smith (Ogilvy & Mather)
Art Directors: Lisandro Ancewicz (Ogilvy & Mather)
Art Directors: Lucas Camargo (Ogilvy & Mather)
Agency Producer: Melanie Baublis (Ogilvy & Mather)
Copywriter: Nick Panayatopoulos (Ogilvy & Mather)
Art Directors: Roberto Salas (Ogilvy & Mather)
Creative Supervisor: Rogério Martins (Ogilvy & Mather)
Agency Producer: Sarah Donnenberg (Ogilvy & Mather)
Art Director: Alexandre Fernandes (Ogilvy & Mather)
Planning: Caroline Kell (Ogilvy & Mather)
Executive Creative Director: Corinna Falusi (Ogilvy & Mather)
Planning: Deepa Sen (Ogilvy & Mather)
Creative Director: Della Mathew (Ogilvy & Mather)
Copywriter: Emily Clark (Ogilvy & Mather)
Agency Producer: Kei Gowd (Ogilvy & Mather)
Director: Marco Spier (Psyop)
Account: Nicole Pinochet (Ogilvy & Mather)
Executive Creative Director: Paco Conde (Ogilvy & Mather)
Agency Producer: Patricia Cortes (Ogilvy & Mather)
Client Brief Or Objective
Fanta’s mission is to make the world more playful. The objective was to reach teens in 190 countries all over the world; an enormously diverse audience across diametrically different platforms and devices. As such, our content had to be accessible and compelling to all teens, from countries with the highest broadband penetration, to countries with the most basic infrastructure. And it had to get them to play.
Outcome
We developed a relationship with teens through an immersive storytelling platform that was accessible to them anywhere and anytime. The central narrative - the graphic novel experience - was developed using an HTML framework that was optimized for every digital screen across 190 markets. Teens fluidly consumed the franchise narrative across different media – the graphic novel website, native app, print, TV, games, Facebook, and online video. By making each touchpoint playable, we changed teens’ perception of Fanta from a soda brand to a play brand. And delivered on the brand vision to create more play in the world.
Relevancy
We created a global franchise with the greatest possible reach. It can be consumed across literally any device: from the latest HTML5 enabled web browsers to tablet apps to even basic Nokia phones. No phone? No problem. We even had a print version.We were the first brand to fully realize the promise of Coke’s “liquid & linked” content strategy – the core story spilled across every possible channel – from the graphic novel itself to games, TV, Facebook, and online video.
Implementation
We launched Play Fanta - the world’s most playable franchise.We started with a central plotline – a graphic novel about a group of teens who go on the adventure of a lifetime to get the world playing again. All elements of the campaign were taken from key plot points – TV, games, Facebook, online video. Teens could fluidly interact with the plotline across different media. Finally, everything we touched turned playable – our story, our games, our Facebook posts, even our TV spots. We took Fanta from just another soda to a true play brand, inspiring play around the world.