Hasta La Creative!

Fanta is launching global campaign that is designed to make the world a little more playful.

Created by agency Ogilvy & Mather, the campaign, dubbed “Play Fanta,” has as its cornerstone a digital graphic novel that has embedded within it playable content aimed at teens. “Saving the Source” tells the story of a group of teenagers who are on a mission to save “play,” after it disappears from their town — turning its citizens into sad, gray characters known as the “playless.”

Rolling out globally in 190 markets, the campaign is aimed at helping teens understand and appreciate the value of play. “At its core, Fanta seeks to be the champion of play for teens,” said Wendy Clark, senior VP- Sparkling Brand Center at Coca-Cola. “And science tells us teens need more play.”

Continue reading at AdAge.com