The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Use of Humor
Annual ID
OS26_FI037B
Background
Fanta is a well-known and well-liked brand in Japan, but needed some fresh messaging aimed toward the youth market, due to an influx of competitive beverage options, and a loss of top-of-mind consideration. The challenge was to connect with the market in a way that was fun, authentic, distinctive and refreshingly Fanta.
Creative Idea
The idea was to entertain the target with super quick—they are Gen Alpha after all—15 second storylines highlighting specific teachers’ quirks, to show what students can be up against in their school’s classroom. But no matter how devasting the in-class experience is, they’re able to refresh together afterward with a Fanta.
Insights & Strategy
Students in Japan can be overwhelmed with all the rules of their strict schools, and even more so with the unconventional and often unreasonable teaching styles of their instructors. We found this to be a fruitful well to draw from for the campaign’s scenarios, while showing the brand understands the kids’ need to refresh.
Execution
In ‘Mr. Drone, the teacher is a geeky type who, while returning test papers, moving about the room via an out-of-control drone, ends up flying out the window, the students’ test papers flying with him. In 'Mr. Wild', the teacher who is consumed by the ultra-strict school dress codes, is seen badgering kids for their very minor sartorial violations, all the while going shirtless himself. And 'Ms. Hot Springs' is a teacher obsessed with Japanese onsens (hot springs, which is a passion for many middle-aged ladies in Japan), and so has one planted right in the middle of their classroom— issues ensue. The kids in all three recover together after the trauma with a Fanta that refreshes.
Results
Not only have there so far been over 5 million views of the films, but the series inspired over 10k social comments on the very first day of its launch with roughly 30k in the first week, as sales increased by a margin of 29.6% vs the same month last year—or more than ¥600 million. Also there have been 73 pieces of PR coverage, gaining a ranking of #1 on 'topical-news-of-the-day' results the day the campaign launched.
2026 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
VML & Ogilvy Japan / Tokyo
Production Company
AOI Pro. Inc. / Tokyo
Art Director
Fumihiro Tokue
Kaname Kimura
Chief Creative Officer
Takayuki Niizawa
Yasushi ARIKAWA
Chief Strategy Officer
Rui Nago
Copywriter
Hokuto ishikawa
Group Creative Director
Naoto Nishio
Director
Wataru Sato
Cinematographer
Hiroshi Machida
Creative Chairman
Doug Schiff
Regional Chief Creative Officer
Paul Nagy
Reed Collins
Account Executive
Hiroki Sakurai
Mirai Saito
Art
Naoki Soma
Casting
Mizuki Horiuchi
Category Lead
Ryuzo Mamiya
CG
Shoji Takagi
Executive Strategic Director
Masahiko Iiyama
Hair & Makeup
Shiho Sakamoto
Integration Lead
Masatake Fujimori
Integration Manager
Shoko Tokuda
Keiya Kimura
Lighting
Makoto Tsukayama
Location coordinator
Tomofumi Kaminaga
Offline Editor
Norihiko Maeda
Online Editor
Takeo Yamashita
Operation Lead
Hideki Miyazawa
Planner
Mahomi Uno
Masaya Abe
Shin Imai
Post Production Producer
Shuhei Kato
Production Company Producer
Go Ito
Takehiro Yamada
Production Manager
Maho Miyakawa
Program Director
Yoshikazu Shimano
Sizzle
Moeno Kanda
Sound (Mixer/SE etc.)
Toru Komatsu
Strategic Director
Manabu Kudo
Studio X Lead
Sayaka Adachi
Stylist
Mie Minagawa
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