Fanta Promo, Case study LIFT&LAUGH by Ogilvy Sao Paulo

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Industry Soft Drinks
Media Promo & PR, Case study
Market Brazil
Agency Ogilvy Sao Paulo
Director Paul Iannacchino Jr., Guilherme Alves Jr
Executive Creative Director Aaron Griffiths
Art Director Eduardo Doss, Paulo Engler, Bruno Ribeiro
Copywriter Rafael Campos, Rafael Donato Ogilvy Brasil
Editor Aaron Mackof, Dan Stephens
Released December 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: COCA-COLA
Product/Service: FANTA
Date of First Appearance: Dec 7 2010
Entrant Company: OGILVY BRASIL, São Paulo, BRAZIL
Entry URL:
Vice President Executive Creative Director: Anselmo Ramos (Ogilvy)
Executive Creative Director: Aaron Griffiths (Ogilvy)
Creative Director/Copywriter: Eduardo Marques (Ogilvy)
Art Director: Bruno Ribeiro (Ogilvy)
Art Director: Eduardo Doss/Paulo Engler (Ogilvy)
Copywriter: Rafael Donato/Rafael Campos (Ogilvy)
Executive Producer: Peter Bassett (Ogilvy)
Music Producer: Peter Gannon (Definition 6)
Executive Group Director: Fergus Hay (Ogilvy)
Executive Producer: Todd Morris (Definition 6)
Director: Paul Iannacchino, Jr. (Definition 6)
Director of Photography: Sean Donnelly (Definition 6)
Photographer/BTS Film: Brian Alberth (Definition 6)
Director of Editorial/Senior Editor: Patrick Carpenter (Definition 6)
Editor: Aaron Mackof/Dan Stephens (Definition 6)
Post Producer: Lisa Miller (Definition 6)
Music Company: Human, LLC (Human, LLC)
Sound Designer: Matthew Curry/Ryan Cavanaugh/Nicholas Debruyn (Definition 6)
Sound Design (POST): Michael Barrett/Dan O'Sullivan (Definition 6)
Colorist: Sean Donnelly (Definition 6)
Media placement: Live Stunt - Ambient (Elevator At Campus Dorm Apartments) - December 7th 2010
Media placement: Online Video - Youtube - April 20th 2011
Media placement: Online Video - Fanta Facebook FanPage - April 20th 2011
Media placement: Online Video - Superhero City - April 20th 2011
Media placement: Online Video - Age Of Champions - April 20th 2011
Media placement: Online Video - Barn Buddy - April 20th 2011
Media placement: Online Video - It Girl - April 20th 2011
Media placement: Online Video - Mall World - April 20th 2011

Insights, Strategy & the Idea
FANTA is a young, playful and fun brand, that positions itself as a sponsor of less serious times. In order to really make an impact, it was important that consumers really got to experience the brand to the fullest. So the idea was to turn a serious, boring environment into less serious place, and to record people’s genuine reactions. All of this using a simple elevator.

Creative Execution
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.”

Results and Effectiveness
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.