The Brief:

Create a headline-breaking brand act that resonates with 18-year-olds and that showcases Fanta as a relevant part of pop culture.

Fanta will collaborate with Olivia Rodrigo to launch a limited edition line of 4 sour Fanta flavors and exclusive packaging.

The twist? QR codes will take consumers to a website with a prompt that asks them to write why they think being a teen is “sour”. This prompt can also be accessed through special-edition vending machines that will reward users with Fanta and limited-edition merchandise. These responses will then be used for an outdoor interactive installation that engages viewers and shows them what it’s like to be a teen today.

The campaign’s copy is based on elements from Rodrigo’s two award-winning albums, SOUR and GUTS.

Role: Art Director & Copywriter

The Execution: