Fanta Halloween
Social Campaigns
Project Summary & My Role
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Visual & Motion Design
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Art Direction & Brand Guardian
Fanta challenged us to help them own the Halloween occasion to become the #1 sparkling soft drink for Teens – the ambition was to make it as big as Christmas is for Coca-Cola – we did this by partnering with Snapchat to create an on-pack activation that ran for 3 years.
At the heart of this occasion was limited edition Fanta packs with Snapcodes that unlocked exclusive, daily changing AR lenses. This ran throughout Europe drawing Teens to the product, encouraging them to transform into Halloween-themed creatures.
I played a key role in the Visual & Motion Design for both Halloween social campaigns.
Case Study Showreel
To promote the great work done during the 3 years of working on Fanta Halloween, I was asked to create a video showcase celebrating the story and achievements.
Provided with a script, I was tasked to design, animate and produce the video from start to finish - gathering key visual assets, defining the video template to house each campaign story and delivering final output.
Too Dark
Social Campaign
Creative Idea
Fanta's 2019 Halloween activation was the biggest yet. Featuring the new product Fanta Dark, the campaign intrigued teens, questioning if Fanta had gone 'Too Dark' this year.
Supporting the new product, we created an extensive range of OOH & DOOH promotional ads and promoted Snapchat lenses - unlocked by scanning packs – with Instagram social content.
DOOH Promotional Ads
Playing a lead role in defining the “Too Dark” aesthetic, I created a series of animated DOOH promotional ads – the aim to raise awareness, excitement and to promote the new set of snapchat lenses that users could unlock from Fanta packs.
As the tagline “Too Dark” suggests, we wanted to design a visual approach that positioned Fanta to be as scary as possible, while at the same time heroing the new dark pack and ensuring it still fundamentally felt on brand.
Promotional 48 Sheets
Once the DOOH Ads had been defined, I was tasked with adapting the designs for 48 Sheet Billboards and preparing them for print – again with the same aim to promote the new set of snapchat lenses.
Transformation
Social Campaign
Creative Idea
For Halloween 2018, Fanta transformed. And so did Teens. Once more using Snapchat, we helped Teens across western Europe transform. All they had to do was unlock snapcodes on special packs of Fanta.
Our approach was grounded in insight - with Teen’s going through a key time of change in their life, Halloween offers Teens the annual opportunity to experiment with their identity and cut loose with friends.
Through “Transformation” Fanta sought to inspire, enable & celebrate this experimentation and maximise collective fun.
Lens Snap Ads
We created a series of Snap Ads to tease the transformative Snapchat lenses by showing the lens characters in a relevant environment but distorted them slightly in order to create intrigue and desirability. Each Snap Ads showed a different lens character and promoted the idea that Fanta itself caused the transformation.
I was tasked with leading the creation of each Snap Ad. Inspired by each lens character I ideated and designed each environment, edited/integrated the video footage of the models (produced in shoot), lead the motion design work and delivered the final outputs for each Snap Ad.
Static Social Content
In addition to the Snap Ads, I adapted imagery taken on a photoshoot of each lens character holding a Fanta product and lead the creation of a suite of static social outputs. Placing each character hand into an appropriate environment - I graded, edited and was responsible for the delivery of each asset.
Results & Key Achievements
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41 years of cumulative lens usage
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57 second average AR lens playtime
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Over 3 million snapchat codes scanned
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9% sales increase in 14 European markets during Halloween Period
Roll The Credits
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Agency – Movement Digital
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Creative Director – Mark Freeman
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Visual & Experience Director – Tim Ash
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Visual Designer - Ryan Cheshire
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Creative Lead - Tom Shelton
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Creative Lead & Copywriting – Mike Stone
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Snap Filters Development – Snapchat Inc
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