The most amazing ride you’ll ever have… in an elevator.Fanta is all about being less serious and transforming boring places into a world of fun.So, we turned an everyday elevator into an amusement ride full of unexpected features: 10 hidden cameras, five microphones, voice-modifiers, 50watt speakers, electronic drum pad, 1000+ sound effects, and a hidden fridge full of Fanta. All of this to give consumers the full brand experience.

People actually started lining up to ride the elevator and many of them didn’t even want to leave.

Proof that when it comes to Fanta, the only way is UP!

We chose to implement the concept “More FANTA. Less Serious” during finals week in an university campus. We picked the most awkward of places –an elevator- and transformed it into a real amusement ride. The elevator was fitted with cameras, speakers, a voice modifier, drum machine, disco lights, and a hidden fridge full of FANTA. People were invited to interact with the many visual and sound effects, and most importantly to have fun for the few moments they were there. After riding the elevator the “victims” were offered a FANTA and a T-Shirt with the name of the ride “Lift&Laugh.”

The event became an instant hit in the university. The elevator, usually dull and silent, became the stage for laughter and many different crowds. People lined up to ride the elevator, and many people refused to leave –a true testament to its entertainment value. 100% of people who participated drank Fanta (and many drank more than one). In the end, it was one great ride for both client and consumer.