Play Fanta — Global Graphic-Novel Campaign

Objective

Fanta aimed to engage teenagers with an innovative narrative experience that merged storytelling with interactive gaming. The campaign positioned playable content as a new medium for brand engagement, combining the Fanta brand characters with a fictional narrative about teens saving 'play' from disappearing in their world.

Solution

Play Fanta: Saving the Source was a nine-chapter digital graphic novel with embedded interactive games and Easter eggs, built in HTML5 for cross-device play (desktop, mobile, tablet). Players followed a group of teenage characters on a mission to restore 'play' to their town through a long-form narrative experience combining comics, games, and challenges. The campaign included a native mobile app, web-based graphic novel, print version, and TV spots supporting the launch across 190+ markets globally. The creative was developed by The Alchemists with animation by Psyop.