ELENA BUDRINA

— PROJECT NAME

Fanta Smile Challenge


— CLIENT

Coca Cola


— ROLE

Creative Director


— DATEx

20/09/2019

BACKGROUND:


Our brief was to create a bright viral campaign for teenagers and young people. And all we got was famous Fanta’s slogan — «Makes your mouth funnier», which we decided to take literally.



IDEA:


Our idea was to show how funny a mouth could be.




Execution

We conducted an engaging challenge in TikTok social network, which is the favorite channel of generation Z. The rules were pretty simple: teens had to make an orange smile and hug complete strangers right on the street.


The challenge became viral extremely fast.

In each video, one of the SKUs is helping to solve the situation. We adapted the videos to SM-formats and showed the audience, based on socio-demographic characteristics and additional segmentation of their needs.

Results

40.1M

views

38K

inspired UGC video

  • users interactions with brand content

22K

participants

72K

comments/shares/likes

72K

comments/shares/likes

17K

new followers

22K

participants

72K

comments/shares/likes

CREDITS



AILOVE

Elena Budrina Creative Director

Kir Pavlykevich Creator

Maria Bashkova Art Director

Svetlana Gilazova Designer

Ekaterina Erygina Head of branded content

AWARDS

Tagline awards 2 gold, 1 silver