Pepsi was not an official FIFA World Cup sponsor, but the brief challenged us to make them feel like one.
The campaign was rooted in the culture of soccer rather than the game itself (due to rights issues). A two-minute anthem featured six of the world’s greatest footballers (yes, including Messi), a cover of David Bowie’s Heroes, Janelle Monáe, and the vibrant backdrop of host city Rio de Janeiro. When viewed on YouTube, it became an interactive film.
An athlete photo shoot transformed into an artist’s canvas, culminating in the world’s largest out-of-home installation in Dubai—spanning an impressive 400 meters.
This video is long, but the results are impressive.