Pepsi Refresh Project
We took $20MM of Pepsi's Super Bowl budget and gave it away in the form of grants to refresh the world. We created the Pepsi Refresh Project platform as a way to invite people to submit and vote for ideas that help make the world a better place. http://www.refresheverything.com/
Stats:
- Over 86MM votes registered on refresheverything.com
- Received more votes than any presidential election in history
- over 3 Billion media impressions
- most successful social media campaign in history
Awards:
- Bronze Cannes Lion, Cyber Category, 2010
- Grand Prix Disruption Award, 2010
- Silver Effie, 2010
- Bronze Andy, 2011
- Silver Clio, 2011
CW: Michelle Lewis / Senior AD: John Dwight / ACD: Xanthe Hohalek / CD: Jason Nichols & Michael Tabtabai / GCD: Brett Craig
Pepsi Refresh Project + MLB
Pepsi has a long-standing relationship with the MLB, MLS, NFL and NASCAR. It was tricky figuring out a way to leverage these partnerships to support the big idea for the year. But our genius writer Chris Jones figured out a brilliant way in this spot.
And a special spot for the MLB All-Star Game in Anaheim:
Some launch print:
Influencer Cans:
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Winner's Kits:
We recylced our Pepsi billboards into messenger bags for our grant recipient's prize. The bag included: a Flip cam to record their progress, a grant, a jump drive with materials, a winner's handbook and a copy of GOOD magazine.
SXSW Presence:
Our presence at the Super Bowl 2010:
We weren't one of the ads on the telecast, but we were busy at the game itself promoting the Refresh Project. We also held an NFL vote on nfl.com for the public to pick from one of three players' ideas.
Super Bowl Program Ad:
Our launch spots:
Yes "One People" (below) was directly inspired by the Japanese band SOUR. The creatives on this Dustin Artz and Chris Jones found the video and brought the concept to the table. The idea and feel was so loved by the agency that we wanted to create something similar is sort of an homage to the work.
CW: Chris Jones / AD: Dustin Artz / ACD: Xanthe Hohalek / GCD: Brett Craig
"One People" :60
"Vote" :30
OOH
Out of home has always been a big part of the current Pepsi campaign- the iconic wordplay look helps keep the "fun" in the brand while transmitting our message of taking action in 2010. We even got some help from the masses! Check out some of handmade media below.
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On Twitter:
The Website:
Designed by HUGE
When we came up with the grants program idea-- it was John Dwight, Michelle Lewis and I who locked ourselves in a conference room until we came out with the sketches for the Pepsi Refresh Project (to be posted soon), we also created a dummy site. Later on during the process, HUGE was brought on board to develop the site further and bring it to life. We worked with them as partners/brand stewards. They did an excellent job making it fun to play with and easy to understand.
Our partnership with MTV:
Some of our winners:
Happy Fourth of July! Choose Pepsi
We developed the idea of "CHOOSE" as a hard-hitting sales measure to get consumers to think about which brand they would rather choose at point-of-sale. All creative ran with the line, "every time you choose pepsi you are supporting the Pepsi Refresh Project
PRESS
The Pepsi Refresh Project earned a ton of earned media - everything from millions of tweets to stories in the New York Times. We even learned that The White House is studying our campaign!
Behind the Idea:
Inspired by one of Lee's brilliant pieces of creative direction, John Dwight, Michelle Lewis and I locked ourselves in a a conference room for three hours and created the underlying concept and mechanism behind the Pepsi Refresh Project. We showed the idea to our CDs at the time- Al Kelly and Jason Nichols who helped us to refine it a little bit more before we showed it to Lee.
I love looking at an architect's sketches - the doodles on the napkin who look startlingly like the finished building. Here was our process....
The first round of site design:
This was done in less than 24 hours from our initial sketch. John, Michelle and I stayed up all night trying to figure out the mechanics of the site and how people could vote in a fun, simple way.
Design inspiration:
I was inspired by the game SIMON that I played as a kid for the way the buttons would function-- oversized and inviting so that voting would feel something one did with one's whole hand.
Stats:
- Over 86MM votes registered on refresheverything.com
- Received more votes than any presidential election in history
- over 3 Billion media impressions
- most successful social media campaign in history
Awards:
- Bronze Cannes Lion, Cyber Category, 2010
- Grand Prix Disruption Award, 2010
- Silver Effie, 2010
- Bronze Andy, 2011
- Silver Clio, 2011
CW: Michelle Lewis / Senior AD: John Dwight / ACD: Xanthe Hohalek / CD: Jason Nichols & Michael Tabtabai / GCD: Brett Craig
Untitled from Xanthe Hohalek on Vimeo.
Pepsi Refresh Project + MLB
Pepsi has a long-standing relationship with the MLB, MLS, NFL and NASCAR. It was tricky figuring out a way to leverage these partnerships to support the big idea for the year. But our genius writer Chris Jones figured out a brilliant way in this spot.
And a special spot for the MLB All-Star Game in Anaheim:
Some launch print:
Influencer Cans:
Winner's Kits:
We recylced our Pepsi billboards into messenger bags for our grant recipient's prize. The bag included: a Flip cam to record their progress, a grant, a jump drive with materials, a winner's handbook and a copy of GOOD magazine.
SXSW Presence:
Our presence at the Super Bowl 2010:
We weren't one of the ads on the telecast, but we were busy at the game itself promoting the Refresh Project. We also held an NFL vote on nfl.com for the public to pick from one of three players' ideas.
Super Bowl Program Ad:
Our launch spots:
Yes "One People" (below) was directly inspired by the Japanese band SOUR. The creatives on this Dustin Artz and Chris Jones found the video and brought the concept to the table. The idea and feel was so loved by the agency that we wanted to create something similar is sort of an homage to the work.
CW: Chris Jones / AD: Dustin Artz / ACD: Xanthe Hohalek / GCD: Brett Craig
"One People" :60
"Vote" :30
OOH
Out of home has always been a big part of the current Pepsi campaign- the iconic wordplay look helps keep the "fun" in the brand while transmitting our message of taking action in 2010. We even got some help from the masses! Check out some of handmade media below.
On Twitter:
The Website:
Designed by HUGE
When we came up with the grants program idea-- it was John Dwight, Michelle Lewis and I who locked ourselves in a conference room until we came out with the sketches for the Pepsi Refresh Project (to be posted soon), we also created a dummy site. Later on during the process, HUGE was brought on board to develop the site further and bring it to life. We worked with them as partners/brand stewards. They did an excellent job making it fun to play with and easy to understand.
Our partnership with MTV:
Some of our winners:
Happy Fourth of July! Choose Pepsi
We developed the idea of "CHOOSE" as a hard-hitting sales measure to get consumers to think about which brand they would rather choose at point-of-sale. All creative ran with the line, "every time you choose pepsi you are supporting the Pepsi Refresh Project
PRESS
The Pepsi Refresh Project earned a ton of earned media - everything from millions of tweets to stories in the New York Times. We even learned that The White House is studying our campaign!
Behind the Idea:
Inspired by one of Lee's brilliant pieces of creative direction, John Dwight, Michelle Lewis and I locked ourselves in a a conference room for three hours and created the underlying concept and mechanism behind the Pepsi Refresh Project. We showed the idea to our CDs at the time- Al Kelly and Jason Nichols who helped us to refine it a little bit more before we showed it to Lee.
I love looking at an architect's sketches - the doodles on the napkin who look startlingly like the finished building. Here was our process....
The first round of site design:
This was done in less than 24 hours from our initial sketch. John, Michelle and I stayed up all night trying to figure out the mechanics of the site and how people could vote in a fun, simple way.
Design inspiration:
I was inspired by the game SIMON that I played as a kid for the way the buttons would function-- oversized and inviting so that voting would feel something one did with one's whole hand.