Credits: Lee Clow - Global Director of Media Arts Rob Schwartz- Chief Creative Officer Brett Craig - Group Creative Director Michael Tabtabai - Creative Director Xanthe Hohalek - Creative Director Dustin Artz - Art Director Chris Jones - Copywriter John Dwight - Art Director Chris MacNeil - Art Director Michelle Lewis - Copywriter Jonathan Granewich - Art Director Erica Hoholick - Managing Director David Dryer - Account Director Kristen Latto - Management Supervisor Amy Luca - Interactive Account Director Jeremy Simon - Director of Brand Planning Zach Gallagher - Director of Digital Strategy HUGE Website OMD Media Weber Shandwick/Edleman - PR and Social Media Good Inc - Social Responsibility and Content Partner
Describe the campaign/entry: Pepsi is a brand that has always embodied the spirit and optimism of youth. In 2009 Pepsi leveraged this with the idea 'Every Generation Refreshes The World', launched through a highly visible advertising campaign. While effective, Pepsi knew that ultimately it would take more than words to convince people of their intent. In 2010 Pepsi launched the Pepsi Refresh Project. This groundbreaking initiative combined social media, corporate philanthropy and gaming elements. It put Pepsi back at the forefront of culture this time as a force for positive change. The idea was simple. Every month 1,000 ideas are submitted. The public votes, and the top 32 ideas are awarded grants totaling $1.3MM a month. The power of it came from the explosion of canvassing on and off-line from submitters. Each submitter essentially becomes an advocate for the brand, spreading the idea through culture in their endeavor to attract votes. Describe how the campaign/entry was launched and executed across each channel in the order of implementation: Before going live, we worked with influencers in the cause space, ensuring they understood the program and started spreading the word. The first piece of mass communication was a continuation of the iconic 2009 'Wordplay' campaign. Posters were tailored to set up expectation that 2010 was to be a year of action for Pepsi and consumers. At the same time, we launched the Refresh Project online at refresheverything.com. Initially a resource for submitters, in time it became the hub of all things Refresh a community of submitters, voters and grant recipients. This was followed by a TV, radio, print and online campaign calling for submissions and votes, directing people towards refresheverything.com. Pepsi also pulled out of the Super Bowl for the first time in 23 years, in order to divert money towards Refresh Project grants. This bold move created a huge amount of buzz around the Refresh Project. Give some idea of how successful this campaign/entry was with both client and consumer: To date there have been over a billion impressions generated by the Refresh Project, which represents $27M of earned media from both the mainstream and grassroots. Advertising Age commented, 'Pepsi's Refresh will be a case for marketing textbooks'. Forbes pointed out that Pepsi received more buzz than any other brand around the Super Bowl, despite not running any ads during the game. Internally, the Refresh Project was met with immense enthusiasm. PepsiCo CEO Indra Nooyi commented, 'I'm a proud mama'. Refresh grants have helped a kid make a shield that makes school busses greener. And a guy's biking across the country, building affordable homes. Pepsi has started special-needs cheer squads, and funded an eco-friendly theater, and helped some kids program robots And this is only the beginning. Every day, in more ways, the Pepsi Refresh movement gains momentum.