Non-World Cup Sponsor Pepsi Debuts Global Soccer Campaign
180 L.A. Behind Brand's Biggest Worldwide Effort to Date, Starring YouTube Personality Stony
Editor's Pick
The same day Coke launched its official World Cup 2014 campaign, Pepsi has gone ahead and launched its own global soccer push, despite not being a sponsor. Created by 180 Los Angeles, the campaign, "Now Is What You Make It," is Pepsi's biggest ever global push. It stars Stony, a YouTube personality known for putting together digital beats, Pepsi soccer stars Leo Messi, Sergio Ramos and Jack Wilshere, as well as singer Janelle Monae performing her take on David Bowie's "Heroes." It features traditional broadcast spots as well as a two-minute interactive film which invites viewers to unlock four more minutes of additional content. Those additional vignettes include moments like an impromptu Samba dance party, a Messi sighting and soccer tricks from some of football's biggest stars.
The campaign is accompanied by a print/outdoor component, "The Art of Futbol," featuring 10"x10" canvases depicting football giants shot by photographer Danny Clinch and adorned with Pepsi palette artwork created by global street artists, including Hattie Stewart of the U.K., Spains' Zosen, Brazilian street artist Ricardo AKN, Merijn Hos from the Netherlands and Argentina's Ever.
Read more about the campaign on AdAge.com.
Credits
- Date
- Apr 02, 2014
- Brand:
- Pepsi
- Client:
- Pepsi
- Agency:
- 180-Los Angeles
- Partner, CCO:
- William Gelner
- Managing Partner, Chairman:
- Chris Mendola
- Creative Director:
- Dave Horton
- Creative Director:
- Matthew Woodhams-Roberts
- Associate Creative Director, Copywriter:
- Jason Rappaport
- Associate Creative Director, Art Director:
- Mike Bokman
- Copywriter:
- Joe Beutel
- Art Director:
- Jaclyn Kritch
- Head of Production:
- Natasha Wellesley
- Executive Producer/Producer:
- Erin Goodsell
- Director, Interactive Production:
- Christopher Neff
- Senior Integrated Producer:
- Andrew Slough
- Integrated Producer:
- Nili Zadok
- Business Affairs Director:
- Loretta Zolliecoffer
- Head of Design:
- Richard Harrington
- Designer:
- Patrice Liu
- Designer:
- Dan Pappas
- Studio Design:
- Kyle Klinger
- U.S. Production Company:
- RESET
- Director:
- Johan Renck
- Managing Director:
- Dave Morrison
- Executive Producer:
- Jeff McDougall
- Bidding Producer:
- Jen Beitler
- Head of Production:
- Amanda Clune
- Staff Coordinator:
- Heinrich Meyer
- Producer:
- Annabel Ridley
- Production Supervisor:
- Lana Greenaway
- Production Company:
- Zohar Cinema
- Producer:
- Isabelle Tanugi
- Producer:
- Carlos Paiva
- Producer:
- Roberto Bakker
- Production Coordinator:
- Mariana Cassa
- Production Company:
- Inclusive SCP
- Producer:
- Lole Ramirez
- Production Company:
- Academy
- Executive Producer:
- Lizzie Gower
- Producer:
- Juliette Harris
- Integrated Production Company:
- m ss ng p eces
- Director:
- Jordan Fish
- Executive Producer:
- Ari Kuschnir
- Producer:
- Carla Robertson
- Director, Photography:
- Owen Donovan
- Editorial Company:
- Cut + Run
- Senior Editor:
- Steve Gandolfi
- Editor:
- Sam Jones
- Editor:
- Julian Tranquille
- Editor Assistant:
- Laura Dunn
- Editor Assistant:
- Sean Fazende
- Executive Producer:
- Carr Schilling
- Senior Producer:
- Amburr Farls
- Managing Director:
- Michelle Eskin
- Integrated Editorial Company:
- m ss ng p eces
- Editor:
- Adam Besheer
- Motion Graphics:
- Tal Baltuch
- Lead Online/Visual Effects/Transfer:
- The Mill
- Executive Producer:
- Jo Arghiris
- Producer:
- Dan Roberts
- Production Coordinator:
- David Lawrence
- Visual Effects Supervisor:
- Andres Eguiguren
- 2D Lead Artist:
- Chris Knight
- 3D Lead Artist:
- David Hempstead
- 2D Artist:
- Chris Knight
- 2D Artist:
- Tim Davies
- 2D Artist:
- Ben Smith
- 2D Artist:
- Daniel Lang
- 2D Artist:
- Robert Murdock
- 3D Artist:
- David Hempstead
- Motion Graphics:
- Chris Burkhalter
- Colorist:
- Adam Scott
- Colorist:
- Greg Reese
- Additional Visual Effects:
- Cut + Run
- Creative Director:
- David Parker
- Flame Assistant:
- Jorge Tanaka
- Senior Producer:
- Liz Lydecker
- Recording Studio:
- Eleven Sound
- Mixer:
- Jeff Payne
- Assistant Mixer:
- Ben Freer
- Executive Producer:
- Suzanne Hollingshead
- Original Music:
- David Bowie "Heroes"
- Track Sourced by:
- Soundtree Music
- Produced, Arranged and Sound Design:
- Luis Almau
- Produced, Arranged and Sound Design:
- Peter Raeburn
- Producer:
- Storr Redman
- Track Negotiated In Part by:
- Chop Shop Music Supervision
- Interactive Video Technology:
- Interlude
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