PEPSI LIGHT "ICONIC MOMENTS"
| Title | PEPSI LIGHT "ICONIC MOMENTS" |
| Brand | PEPSICO DEUTSCHLAND |
| Product/Service | PEPSI LIGHT |
| Category |
G06. Photography |
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Entrant
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BBDO GROUP GERMANY Düsseldorf, GERMANY
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Idea Creation
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BBDO GROUP GERMANY Düsseldorf, GERMANY
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Credits
| Wolfgang Schneider |
BBDO Group Germany GmbH |
Chief Creative Officer |
| Darren Richardson |
BBDO Düsseldorf GmbH |
Chief Creative Officer |
| Kristoffer Heilemann |
BBDO Düsseldorf GmbH |
Creative Managing Director / Executive Creative Director |
| Michael Plückhahn |
BBDO Düsseldorf GmbH |
Creative Director |
| Bernd Rose |
BBDO Düsseldorf GmbH |
Art Director |
| Tatjana Fischer-Genin |
BBDO Düsseldorf GmbH |
Art Director |
| Dirk Bittermann |
BBDO Düsseldorf GmbH |
Chief Executive Officer |
| Liselotte Schwenkert |
BBDO Düsseldorf GmbH |
Group Account Director |
| Julia Lückerath |
BBDO Düsseldorf GmbH |
Account Manager |
| Eva à Wengen |
BBDO Düsseldorf GmbH |
Art Buyer |
| Wolfgang Zac |
- |
Photographer |
| Philipp Maubach |
- |
Post Production |
| Bernhard Burg |
BBDO Düsseldorf GmbH |
Director Print Production |
The Campaign
Carefree joy are active, spontaneous, almost weightless moves and moments as they happen everyday in sports. To become an essential part of these moments, we integrated the iconic Pepsi logo quite accidentally in fascinating moves.
Creative Execution
We see fascinating moves of athletes. And they have an unique colour code in their clothing: blue, white and red. So the Pepsi logo appears through the natural wrinkles of the clothes and can be spotted there, where thinness could be measured: in the legs, the belly and the butt.
The iconic moments are shooted where the sports take place, in urban surroundings.
Indication of how successful the outcome was in the market
Pepsi light gets positioned as the drink for young, passionate athletes. Trend sports like parcours, skateboarding and breakdancing are connected with the brand in a smart way and attract a new class of customers.
Pepsi is sponsor of famous sports stars and sports events. But it also encourages normal sporty people to get the best out of themselves. Therefore we positioned Pepsi light as ideal drink for urban activities.