Pepsi turns its back on the status quo in latest campaign
Pepsi Australia is calling for thirsty Australians to reject the norm and embrace individualism in a fresh campaign, via Special.
The soft drink brand’s last brand platform is part of its international ‘Thirsty For More’ campaign.
The 60-second, Dave Meyers-directed film, takes place in homogenised settings, from a large room filled with dancers in matching outfits, to a sprawling patchwork of tennis courts featuring players making the same moves and stances.
However, each setting also centres on real Aussies going against conventions and celebrating their individuality. Kinder – a music duo whose track plays throughout the film – also make an appearance.
“Pepsi is not the habitual first choice for a lot of Australians, but we know it’s a flavour that people enjoy once they try it!” Pepsico’s marketing director beverages ANZ, Susan Press, said.
“So we’re encouraging everyone to wake up from autopilot, skip the ordinary choice and put enjoyment first in all they do, especially when choosing their cola.”
The platform has rolled out across Australia via social and digital channels.
CREDITS
CLIENTS: PEPSI MAX
Marketing Director Beverages ANZ, Susan Press
Marketing Manager, Tiana Handel
Brand Manager, Maya Birve
Consumer Insights Planner, Judith Myers
CREATIVE AGENCY: SPECIAL
Partners/CEO, Lindsey Evans & Cade Heyde
Partners/CCO, Julian Schreiber & Tom Martin
Partner/CSO, Dave Hartmann
Group Creative Director, Max Mckeon
Creative Director, Harry Neville-Towle
Creatives, Alex Antoniou & Julia Spencer
Social Creatives, Heidi Rabbit & Eliza Smith
Head of Creative Services, Katia Billings
Client Service Director, Sasha Firth
Team Lead, Michelle Braslin
Business Director, Maddie Armstrong
Strategy Directors, Will Moore & Heather Morrison
Head of Film & Content Production/EP, Sevda Cemo
Senior Producer, Wendy Gillies
Integrated Producers – Social, Emily Willis, Will Sealey & Steph Wilkinson
Production Coordinator, Ada Tuna
Head of Stills, Nick Lilley
Lead Stills Producer, Di Williams
Design Director, Adam Shear
Finished Artist, John Rivera
Managing Director PR, Alex Bryant
PR Creative Strategy Director,, Kate Wilkinson
MEDIA AGENCY: TRIO
Planning Directors, Gilbert Lee & Annkathrin Nohns
Group Digital Director, Josh Hover
Senior Investment Manager, Mikeah Irving
Trading Account Executive, Tasnia Sheikh
Activations Account Director, Agne Staraite
Activations Manager, Rebecca Lai
Activations Executive, George Grigoriou
Activations Assistants, Krisha Shrestha & Temajin Yee
PRODUCTION COMPANY: COLLIDER
Director, Dave Meyers
Executive Producer, Rachael Ford Davies
Producer, Jane Smith
POST PRODUCTION: ARC EDIT
Editor, Drew Thompson
Executive Producer, Daniel Fry
Producer, Kani Saib
POST PRODUCTION: FIN DESIGN & EFFECTS
VFX Supervisor, Justin Bromley
Flame Artists, Jesse Meha & Mikey Brown
VFX Producer, Emily Newbould
POST PRODUCTION: ETHOS STUDIO LA
Colourist, Dante Pasquinelli
SOUND PRODUCTION: SQUEAK E. CLEAN
Head of Production, Emma Duncan
Sound Engineer, Squeak E Clean
MUSIC/TALENT PROCUREMENT: LEVEL TWO MUSIC
Music Supervision, Marcus Brooke Smith
MUSIC TRACK/TALENT: WARNER MUSIC
Music Track Title – Come Along, Kinder
Related Content
SUBSCRIBE
Sign up to our free daily update to get the latest in media and marketing.
