After years of a scattered marketing approach, Fanta needed to be reintroduced to the world in a modern, meaningful way. To do this, Fanta 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. By featuring the real clips and the real people behind them, the work aims to inspire the idiot in all of us.