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.