Pepsi
Inauguration
With a scale six times that of the Superbowl in terms of audience, the Inauguration was a really big moment for Pepsi. We used the spot "Pass" to link Pepsi's past with a call to action to the future: "Every generation refreshes the world. Now it's your turn." From iniatives like the Refresh the World Symposium to scarves and train wraps, Pepsi's presence was felt at the inauguration.
Pepsi "Pass" (:60)
Directed by Dante Ariola
AD: Xanthe Hohalek / CW: Michelle Lewis, Melissa Pipeling
Inauguration OOH
Washington D.C.
AD: Xanthe Hohalek, CW: Melissa Pipeling
Generate (Pitch concept)
During the pitch, we positioned Pepsi as a brand that "fuels the energy and optimisim of youth." We wanted to find a way that we could reach the elusive "millenial" target so we asked them what they do best: generate. Generate art. Generate music. Generate film. We called it The Pepsi Generate Project."
What if Pepsi behaved like a living organism 24/7/365?
What if Pepsi powered culture and culture powered Pepsi?
What if Pepsi empowered people to generate the ever-changing world of creation, innovation and cultural growth?
The Pepsi Generate project is a digital timeline created by cultural generators that culminates in a published time capsule of the year:
PHASE I: Call for submissions. Ask peeps to Generate.
Online: Submissions are plotted against a timeline.
iPhone app makes Generating easier:
PHASE II: Run the "generations" as creative.
PHASE III: End Result-- a coffee table book.
Young
Pepsi has what Coke has always lacked: a tie to youth culture. While Coca-Cola has a staid brand heritage and a strong toehold in the fabric of American culture. Pepsi had until recently managed to stay relevant to what's happening in pop culture from Michael Jackson to Britney. When we won the business, the brand was in dire need of reconnecting to today's youth. I wrote a brand manifesto and developed a subsequent campagin that put forth the notion on "YOUNG" and what that means.
Refresh Summer iPhone App
What better way to refresh summer than get off your computer? For Pepsi's digital summer initiative, we wanted to do just that and close our site for the summer. Except of course for a downloadable summer app that's Eventful.com meets Urbanspoon and Facebook.
REFRESH EVERYTHING.COM
Refresheverything.com is content at the speed of culture. For Coachella, we teamed up with Rob Myers from Thievery Corporation who twittered from Coachella in tandem with fans asking him questions on our three-column twitter feed from the weekend.
Pepsi Throwback
AD: Jamin Duncan / CW: John Witting
ACD: Xanthe Hohalek / GCD: Brett Craig
Pepsi Max "Driver 2pointZero"
In this remake of the iconic 1995 Pepsi commercial, a Pepsi Max truck driver befriends a Coke Zero driver in a diner. Their companionship is jeopardized, however, when the Coke Zero driver discovers that he just can't resist the maximum taste of a zero-calorie Pepsi Max.
ACD/AD: Xanthe Hohalek / GCD/CW: Brett Craig
CW: Chris Jones, AD: Stephen Chow
With a scale six times that of the Superbowl in terms of audience, the Inauguration was a really big moment for Pepsi. We used the spot "Pass" to link Pepsi's past with a call to action to the future: "Every generation refreshes the world. Now it's your turn." From iniatives like the Refresh the World Symposium to scarves and train wraps, Pepsi's presence was felt at the inauguration.
Pepsi "Pass" (:60)
Directed by Dante Ariola
AD: Xanthe Hohalek / CW: Michelle Lewis, Melissa Pipeling
Inauguration OOH
Washington D.C.
AD: Xanthe Hohalek, CW: Melissa Pipeling
Generate (Pitch concept)
During the pitch, we positioned Pepsi as a brand that "fuels the energy and optimisim of youth." We wanted to find a way that we could reach the elusive "millenial" target so we asked them what they do best: generate. Generate art. Generate music. Generate film. We called it The Pepsi Generate Project."
What if Pepsi behaved like a living organism 24/7/365?
What if Pepsi powered culture and culture powered Pepsi?
What if Pepsi empowered people to generate the ever-changing world of creation, innovation and cultural growth?
The Pepsi Generate project is a digital timeline created by cultural generators that culminates in a published time capsule of the year:
PHASE I: Call for submissions. Ask peeps to Generate.
Online: Submissions are plotted against a timeline.
iPhone app makes Generating easier:
PHASE II: Run the "generations" as creative.
PHASE III: End Result-- a coffee table book.
Young
Pepsi has what Coke has always lacked: a tie to youth culture. While Coca-Cola has a staid brand heritage and a strong toehold in the fabric of American culture. Pepsi had until recently managed to stay relevant to what's happening in pop culture from Michael Jackson to Britney. When we won the business, the brand was in dire need of reconnecting to today's youth. I wrote a brand manifesto and developed a subsequent campagin that put forth the notion on "YOUNG" and what that means.
Refresh Summer iPhone App
What better way to refresh summer than get off your computer? For Pepsi's digital summer initiative, we wanted to do just that and close our site for the summer. Except of course for a downloadable summer app that's Eventful.com meets Urbanspoon and Facebook.
REFRESH EVERYTHING.COM
Refresheverything.com is content at the speed of culture. For Coachella, we teamed up with Rob Myers from Thievery Corporation who twittered from Coachella in tandem with fans asking him questions on our three-column twitter feed from the weekend.
Pepsi Throwback
AD: Jamin Duncan / CW: John Witting
ACD: Xanthe Hohalek / GCD: Brett Craig
Pepsi Max "Driver 2pointZero"
In this remake of the iconic 1995 Pepsi commercial, a Pepsi Max truck driver befriends a Coke Zero driver in a diner. Their companionship is jeopardized, however, when the Coke Zero driver discovers that he just can't resist the maximum taste of a zero-calorie Pepsi Max.
ACD/AD: Xanthe Hohalek / GCD/CW: Brett Craig
CW: Chris Jones, AD: Stephen Chow