CAMPAIGN BACKGROUND
This summer, how can an iced cold Pepsi heat up our conversations? When summer comes, the world will always split into 2 teams: Team #HateSummer, who only sees the heat, the humid and the sweat, and Team #LoveSummer, who sees the beaches, vacations, and loads of fun. No matter which side you’re on, Pepsi can always bring us back together. Love or hate summer, summer’s always better with an ice-cold Pepsi.
OUR MISSION
Make this heat even. hotter in Vietnam. A digital campaign to push this love-hate emotions of Gen Z beyond social media.
INSPIRATION
In summer, what you carry tells a lot about you. If you carry an umbrella, we know you’re gonna shield the sunlight, truly a Summer Hater. If you carry a skateboard, we know you want to go out and enjoy summer to the fullest, definitely a Summer Lover. We took these observations as inspiration and built an illustration system that celebrates both sides of summer.
We kick off with a bang: One exclusive listening party. Pepsi had collab with MMusic and BAM CLUB to organize One exclusive listening party. Drinking Pepsi at the club. And flooding everyone’s newsfeed.
The showdown begins two captains,one mission: to set this summer on fire. Orange stands tall with Team Hate Summer. Wean rises with Team Love Summer.
Key Visual shows the never-ending battle between Summer Lovers & Summer Haters. It was meant to stay digital, but the creative in me went “What if we mock up some OOH?” So I teleported the visuals onto a few buildings, and they ended up looking so real I almost believed the OOH budget was approved. For now, it only lives in the Behance universe. Cheers!!!
Thanks to VaynerMedia APAC, Mmusic, and the Pepsi Vietnam brand team for all the support throughout the project.
Client
Pepsi Vietnam
Agency
Ki Saigon
Credits
Stratergy Director: Indraneel Guha
Associate Creative Director: Linh Lee
Art Director: Uri Tran
Illustrator & Visual lead: Luongdoo
Graphic Designers: Hai Le, Le Ngan, Han Truong
Copywriter: Chieu Nghi, My Hoang
Account team: Quang Nhat, Hani, Tho Do
Social Team: Oanh Truong, Minh Quan, Nguyet Binh
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Production: VaiB
Event: Mmusic & Bam Bam