The Drum Awards Festival - Extended Deadline

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Agency: Isobel
Date: Jun 2017
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Fab, the three-tiered childhood favourite, has launched a new fun themed campaign to coincide with its 50th anniversary.

Three posters have been designed for Where There’s Fab, There’s Fun: Quicksand, Sharks and Cannibals. Each creative shows how the ice lolly automatically create a sense of fun, even in a perilous situation.

Fab enlisted Isobel to develop the creative, who in turn worked with Carioca Studios to execute the campaign across out of home, digital, social and point of sale.

Susanne Frecker, brand manager at Fab, said as the ice lolly turns 50, the company wanted to make sure it is still kept relevant for the younger generation

“With the new creative that Isobel has created for fab, we hope that we can portray the genuine fun that sits at the heart of the fab brand and we’re looking forward to the feedback from our consumers,” she said.

Jamie Williams, partner at Isobel, added: “At Isobel our passion is supercharging the brands we work with, so the challenge Fab set us was one the team has really enjoyed. Many of us grew up with Fab and have great memories that feature the ice lolly so capturing the fun of the brand has been a pleasure from day one.

“The team wanted to be bold with the new campaign and we hope that what we’ve created with them will go down as well with consumers as a Fab itself.”


Creative Partner: Rob Fletcher

Creative Directors: Ben Stump & Simon Findlater

Account Partner: Jamie Williams

Account Manager: Juliet Cornick

Planning Director: Sarah Sandford

Designer: Chan Spencer

Photography: Carioca Studios

CGI / Retouching: Carioca Studios

Production Company: JSR