Title	ORANGINA INFINITE SHAKES
Brand	ORANGINA SCHWEPPES INTERNATIONAL
Product/Service	FAST MOVING CONSUMER GOODS
Category	F05. Motion Graphics / Moving Images Design
Entrant Company	ACHTUNG! Amsterdam, THE NETHERLANDS
Advertising Agency	ACHTUNG! Amsterdam, THE NETHERLANDS
Production Company	STUDIO MALS Rotterdam, THE NETHERLANDS

Name	Company	Position
Gaston Serpenti	Achtung!	Creative Director
Vincent Rang	Achtung!	Art Director
Elke Ter Bogt	Achtung!	Producer

Brief Explanation

Orangina is a soft drink, like no other: it has a bulb for a bottle and is the only major soft drink with pulp in it. In previous campaigns, Orangina moved away from these functional differentiator and positioned itself as an extraordinary playful drink. But, in the last few years there was a high number of new entrants in the soft drinks category. It became harder for Orangina to differentiate themselves in this crowded market space, with an indirect emotional message.

The Brief

Orangina needed to reclaim a solid position in the consideration set of the consumer, by increasing the spontaneous awareness of the brand. To do this across different countries in Europe, we needed to create content that would work for markets with different maturity levels. Therefore, we focused on simple sensoric elements of the product to differentiate Orangina from the rest of the category: the shape of the bottle, the pulp in the drink and the shaking ‘ritual’ that this pulp requires.

How the final design was conceived

The biggest challenge was to create a series of short films that were instantly recognizable, and would each time reinforce Orangina as a brand in the mind of the consumer. We achieved this by selecting a simple color and materials palette that would work well alongside the hero of each film, the bottle of Orangina. We chose for two primary colours (blue and yellow) as well as two primary materials (wood and paper). Furthermore, we wanted these films to reflect Orangina’s humorous tone of voice. To do this, we decided to embrace the imperfections of creating real life props rather than visual effects, as this human touch would bleed through the films and give them their quirky nature. Since some of the shakes were actually impossible to capture in one shot, it required careful shot planning as we sometimes had to stitch a large amount of shots together to create the shakes.

Indication of how successful the outcome was in the market

On social media our short videos have an average of 90% completion rate (compared to an average of 57% on facebook videos in general).