Lisandro Ancewicz
Snack in the Name of Play' for Fanta, crafted at AKQA, was a worldwide campaign that brought a burst of color and joy. Its aim: to reignite the fun of enjoying Fanta, transforming the drink into a symbol of delightful moments and playful experiences. Fight back against boring snacking.
Client:
Fanta
My Role:
Creative Director
Year:
2023
Service Provided:
Concepting, Art Direction
Insight
Snacking has lost its play.
Snacking is meant to be messy, loud and colourful, yet we’re snacking more, but enjoying less. We’re snacking because we’re stressed or while multitasking. Fanta saw an opportunity to create new rituals that intensify every snack and protect snacktime from becoming just another mundane part of the day. Who better to fight for that cause than an icon of playfulness and indulgence?
Idea
When boring gets in the way, Fanta comes out to play.
It’s time to snap people out of their snacktime slumber. With its multi-sensorial flavours, Fanta intensifies moments of snacking. It makes popcorn pop. It gives pretzels pizzazz. Snackers are being reminded about the joy, while creating new moments that reach new audiences.
Impact
Proud snackers, step into the spotlight.
This is the start of Fanta’s larger goal to bring joy back to snacking. Snackers are encouraged to come out of hiding and influencers who share a passion for colorful snacking are tapped into. These creators are infusing Fanta into their daily rituals, spreading the message via social. A shared movement composed of silly content and playful challenges has started, and everyone is invited to play.
