Unbox Your Fanta is a team project derived from the Young Ones Competition Fanta brief, aiming to assist the brand in creating a campaign that extends and engages with its Gen Z audience through pop culture. Teens are attracted to brands with a strong personality and transparent voice. Most importantly, Gen Z values self-expression.
Our solution was to design a campaign called "Unbox Your Fanta," involving a Photo Booth vending machine placed in popular locations amongst Gen-Z teens. Teens will take a photo showcasing their authentic selves and the machine will dispense a unique flavor in a mystery box. It comes with a Flavor Card QR Code to share their photo on social media.
This moment allows Gen Z teens to experience the enjoyment of doing something that's fun because they want to and not need to, which is exactly what Fanta wants teens to feel when they try their drink. Participants are inspired to embrace that self-expression by capturing a moment in which they can truly celebrate themselves, and experience a brand new flavor identity they can call their own.
My role for this campaign was to design two of our four mystery box flavors: Tangy Tangerine and Rockin' Kiwi Grape. Each design was created to depict the taste and characteristics associated with the fruit itself. For example, Kiwis and Grapes tend to be sour in taste, leaving one shivering from their tartness. I thought that those shivers were similar to bass vibrations, leading me to think about rock music and culture in relation to the fruits' sourness.
