FANTA - IN THE NAME OF PLAY

Short List
TitleFANTA - IN THE NAME OF PLAY
BrandTHE COCA-COLA COMPANY
Category B01. Fast Moving Consumer Goods
Product/ServiceFANTA
Entrant 72ANDSUNNY Amsterdam, THE NETHERLANDS
Idea Creation 72ANDSUNNY Amsterdam, THE NETHERLANDS
Production BISCUIT FILMWORKS London, UNITED KINGDOM
Production 2 WORK EDITORIAL London, UNITED KINGDOM
Post Production GLASSWORKS Amsterdam, THE NETHERLANDS
Additional Company THE COCA-COLA COMPANY Madrid, SPAIN
Additional Company 2 BIRDBRAIN Amsterdam, THE NETHERLANDS
Additional Company 3 WAVE RECORDING STUDIOS Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Walter Susini The Coca-Cola Company, Fanta VP marketing
Carine Harris The Coca-Cola Company, Fanta Head of Production
Marta Carreras Cancelo The Coca-Cola Company, Fanta Head of Content
Pietro Matteucci The Coca-Cola Company, Fanta Senior Creative Content Manager
Laura Visco 72andSunny Amsterdam Deputy Executive Creative Director
Chris Colliton 72andSunny Amsterdam Creative Directors
Kevin Weir 72andSunny Amsterdam Creative Director
Craig Hanratty 72andSunny Amsterdam Writer
Paddy Thunder 72andSunny Amsterdam Art Director
Stephanie Oakley 72andSunny Amsterdam Director of Production
Jennifer Cursio 72andSunny Amsterdam Executive Producer
Michael Petrucelly 72andSunny Amsterdam Sr. Producer
Brendan Bell 72andSunny Amsterdam Brand Director
Laura Van Der Heiden 72andSunny Amsterdam Senior Brand Manager
Salome Rentsch 72andSunny Amsterdam Brand Coordinator
Belinda Harford 72andSunny Amsterdam BA Manager
Jeff Low Biscuit Director
Rupert Reynolds-MacClean Biscuit Executive Producer
Kwok Yau Biscuit Producer
Simon Duggan Biscuit DoP
Saam Hodivala Work Editorial Editor
Rain Keene Work Editorial Assistant Editor
Ella Sedgwick Work Editorial Edit Producer
Simon Bourne Glassworks Amsterdam Colorist
Chris Kiser Glassworks Amsterdam Producer
Brice Davoli BirdBrain Composer
Niall Rogers Wave Studios Amsterdam Producer

Write a short summary of what happens in the film

After years of a scattered marketing approach, Fanta needed to be reintroduced to the world in a modern, meaningful way. To do this, the brand launched a new brand purpose aimed at inspiring the playful side in everyone. However, for their teen target, “play” no longer looks like the cliche smiles and high fives we’re used to seeing in marketing. It looks like the millions of funny videos being uploaded to YouTube, TikTok and Instagram every day. This resulting campaign, “In The Name of Play,” celebrates the real people behind some if these hilariously dumb videos. The true champions of play. The campaign launched with an anthem film, “Idiots are Amazing,” that treats internet stars like other brands would treat superstar athletes. Featuring the real clips and the real people behind them, the work aims to inspire the idiot in all of us.

Cultural / Context information for the jury

Fanta needed a global brand message that resonated across different markets, cultures and age groups. As research proved, funny internet videos are a truly universal language. Teens across the globe are sharing playful content to digital platforms like TikTok, Instagram, Snapchat and YouTube at an unprecedented rate. This reinterpretation of “play” has made Fanta universally relevant.