Advertiser: THE COCA-COLA COMPANY
Agency: OGILVY NEW YORK
Category: Best Digitally Led Integrated Campaign
Advertising campaign: PLAY FANTA GRAPHIC NOVEL
Agency Producer: Amy Chuang (Ogilvy & Mather)
Executive Creative Director: Corinna Falusi (Ogilvy & Mather)
Copywriter: Emily Clark (Ogilvy & Mather)
Creative Director: Abe Baginsky (Ogilvy & Mather)
Executive Director/Digital Production: Angela Fung (Ogilvy & Mather)
Agency Producer: Jenna Gartland (Ogilvy & Mather)
Agency Producer: Joel Metcalf (Ogilvy & Mather)
Chief Creative Officer: Calle Sjoenell (Ogilvy & Mather)
Account: Marianne Pizzi (Ogilvy & Mather)
Agency Producer: Melanie Baublis (Ogilvy & Mather)
Agency Producer: Kei Gowda (Ogilvy & Mather)
Director: Marco Spier (Psyop)
Music Producer: Michael Freeman (Ogilvy & Mather)
Account: Nicole Pinochet (Ogilvy & Mather)
Creative Director: Tristan Kincaid (Ogilvy & Mather)
Creative Director: Della Mathew (Ogilvy & Mather)
Account: Lauren Smith (Ogilvy & Mather)
Art Director: Lisandro Ancewicz (Ogilvy & Mather)
Art Director: Lucas Camargo (Ogilvy & Mather)
Copywriter: Holden Rasche (Ogilvy & Mather)
Art Director: Jen Lally (Ogilvy & Mather)
Director: Marie Hyon (Psyop)
Brief Explanation
Fanta needs to reach teens in 190 countries all over the world. Our central challenge is reaching a diverse audience across diametrically different platforms and devices.We created a graphic novel that followed our Fanta cast of characters on their quest to save play. In keeping with our brand mission to create more play, users navigate it in a playfully interactive way, immersing themselves further into key plot points via embedded games. It’s the first story that can be consumed across literally any device: from the latest HTML5 enabled web browsers to tablet apps to even basic Nokia phones.