Fanta has long celebrated “Colorful People”, those who bring creativity and humor into the world. The challenge was to create an advertising campaign that not only embodied the essence of these vibrant individuals but also fostered a genuine connection with them. Traditional advertising models often miss the mark, constrained by agency pitches and client approvals, failing to capture the diverse perspectives of Fanta's target audience.

Inspired by the spirit of 'Colorful People', Fanta reimagined the creative process by transforming its brand into a collaborative playground. The campaign invites everyone to create their own Fanta ads. It was about unlocking a kaleidoscope of playful voices and perspectives, showcasing the brand's essence through the lens of its audience.

The strategy was two-fold:

1/ Crowd-source Creativity: Launch a nationwide competition inviting individuals to create their own Fanta ads. This step aimed to gather diverse, creative interpretations of the brand's playful essence.

2/ Massive Broadcast: Showcase the most creative submissions on large-scale media channels. This not only gave visibility to audience creativity but also demonstrated Fanta’s commitment to celebrating authentic, user-generated content.

The execution began with a national competition, calling for creative Fanta ads. Submissions were varied and innovative, showcasing the unique perspectives of Fanta’s audience. The most creative ads were then selected for broadcasting across various media channels, including billboards and digital displays. This approach marked a significant shift in advertising, highlighting user creativity on a grand scale.

- The campaign generated 124,408 instances of buzz, predominantly organic (88%).

- Engaged 445 creators, leading to over 28 million views across social platforms.

- 227 tiktok videos generated with 199,643 engagements

- User-generated content dominated campaign engagement, underscoring the success of this inclusive and creative approach.

Fanta’s campaign not only garnered significant engagement but also redefined the brand's connection with its audience, setting a new standard in interactive and participatory advertising.