My role: Creative Director
Agency: UM Worldwide
We embedded Fanta into Fan Art Culture through a collaboration with Fandom to spark co-creation with our audience. Together we gave teens the tools to be a part of their favorite artists originals.
Fanta fans were invited to literally become a part of the “bigger picture” through a call to action to co-build a mosaic Fan Art Original by designing individual tiles in which the final image is comprised.
The collaboration included partnering with 12 micro influencers (3x per each flavor profile) to create original artwork inspired by the Fanta flavor stories, and providing fans with the opportunity to help co-create an original piece of artwork.
Featured Artists
Luke Lewin
Elliot Gerard
Nikita Solo
Lisa Kogawa
Bryce Who
Moist
Jennet Liaw
Shaun Ryken
Bruno
Paul Daniels
Jubilee
Alim Smith
Results
The custom landing page drove nearly 500,000 page views in a short flight window of ~1 month for users that expressed interest and engaged with the program.
We saw nearly 3,000 original artwork submissions by fans.