Role: Art Director/Copywriter
Reason: Passion Project
Challenge: Create a headline-breaking Fanta brand act that shows how the brand and product can play a role in popular culture that appeals to teens.
Insight: Gen Z craves real connections and needs more in-person opportunities to trade digital isolation for shared moments of passion and belonging.
Idea: Fanta can jump into the music/concert experience through highlighting Gen Z’s favorite artists as they embark on their 2025 tours. By creating limited-edition cans for concerts and sponsoring in-person listening parties, Fanta will be at the center of teen culture and in the Gen Z conversation. (Typically known as “fangirls” or “fanboys,” Fanta will refer to them as just “fandoms” so it’s gender neutral and inclusive.)
Phase 1
For National Music Month (March), Fanta asks Gen Z via social media what upcoming concerts they are most excited for. These will be on TikTok and Instagram (Gen Z’s most used platforms).
Music: “If You Don’t Want My Love” - Jalen Ngonda on TikTok
Phase 2
Fanta takes the most liked/frequent answers and creates OOH to put up near concert venues based on the lyrics of the artists’ recent, popular songs. Fanta will focus on picking out colors in the lyrics that match Fanta flavors to intrigue people and get them talking about what’s to come. *Fanta will obtain the proper licenses / permission from the artists and copyright holders.
Website
On the OOH, the Fanta logo also acts as a call to action, as the url prompts viewers to visit the website. At first, the website will only have play buttons with clips from the songs to keep things vague, but the full site will be released once the cans and listening parties are revealed.
Before
After
User-generated Content
Engagement
After these billboards go up and start getting noticed, Fanta will comment a fruit emoji under each artist’s social media posts correlating to which Fanta flavor they will represent.
Music: “Vibes” - ZHRMusic on TikTok
Phase 3
Fanta will create limited-edition cans available for purchase at the concert venues and listening party venues that these artists are performing at as a way for fans to make real-world connections with others. Each can will have blank lines where you can write your new fandom friend’s name on.
Announcements (Cans & Listening Parties)
On social media, the limited-edition cans and Fanta-sponsored listening parties will be announced.
Cans and challenge will be advertised outside of the concert venues and on signage inside of the concert venues and Fanta listening party venues.
Challenge Announcement & User-generated Content
Whether you are at the concerts or the listening parties, Fanta wants to see the cans in action and the friends that were made in the process. Fanta will ask fans to post on Instagram and share their stories from the night about a friend they made for a chance to receive an exclusive autographed item from the artist and Fanta freebies. 5 lucky pairs will receive these items for each artist.
