FANTA HALLOWEEN
PROJECT RECAP
Three back-to-back campaigns. One Shorty Award. Record-breaking engagement on Snapchat. This is the story of Fanta Halloween.
Our brief was to make Fanta the no.1 soft drink for teens – so we responded by creating a brand occasion as big for Fanta as Christmas is for Coke. A cultural event that let young people cut loose with their creativity – delivered on the channels they love.
AN AWARD-WINNING PARTNERSHIP
We partnered with Snapchat to engage teens on a platform where they could truly express themselves. Our activity was such a hit, it triggered a record-breaking 41 years of Snapchat playtime and won the Shorty Award for Best Overall Snapchat Presence.
UNLOCKABLE LENS SCARES
Each year, we let teens tools to transform themselves with exclusive AR content – all unlocked via Snapcodes on special packs of Fanta. Working closely with Snapchat's technologists, I developed our ideas from digital mock ups into their final (hideous) form – including the World's first marker lens unlockable from a product.
SOCIAL ADS FOR DAYS
Alongside our AR content, we teamed up with Flock to produce a suite of promotional ads for social channels. I got involved by providing ideas, storyboards and copy - as well as being on set for the shoot to help deliver the vision IRL.
OOH AND BEYOND
Digital wasn't the only touch point for Fanta Halloween – we amplified our message further with a series of ads for OOH media and cinema spots that promoted both our AR content and limited edition Fanta.
CREDIT WHERE ITS DUE
Agency – Movement Digital
Creative Directors – Mark Freeman & Tim Ash
Snap Ad Animation – Flock London
Snap Filters Development – Snapchat Inc.
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