Ogilvy Brazil sought to reinforce Fanta’s brand image of “joy” in USA. So they came up with an elevator prank called “Lift & Laugh”.
An elevator in a school in Atlanta was chosen to arouse students curiosity and laughter. In the elevator they installed a device that responded to the movements and comments from the students.
In the end many students did not want to get off the elevator and asked for a repeat trip. 🙂