Title | SHADOW |
Brand | PEPSICO |
Product / Service | PEPSI |
Category | B05. Public Service, Charity & Fund Raising |
Entrant | JWT INDIA Mumbai, INDIA |
Entrant Company: | JWT INDIA Mumbai, INDIA |
DM/Advertising Agency: | JWT INDIA New Delhi, INDIA |
Credits |
Name | Company | Position |
---|---|---|
Soumitra Karnik | JWT | Executive Creative Director |
Sachin Das Burma | JWT | Creative Director |
Iraj Fraz Batla | JWT | Copywriter |
Kunal Gaur | JWT | Art Director |
Anshuman Mukherjee | JWT | Photographer |
Hari Krishnan | JWT | Account Manager |
Mayukh Hazarika | JWT | Account Supervisor |
Suprotim Day | JWT | Agency Producer |
Pepsi as a brand stands for the youth. With the young generation more cued on issues concerning environment conservation than ever before, it was only apt that Pepsi decided to speak their mind. By urging people to Recycle For A Beautiful World. A heavy message, executed in a highly creative and engaging way. A manner in which the youth would want to, and could be, a part of it. A campaign that spoke their language and made them feel a part of a cause For A Beautiful World.
Cola companies are looked upon as brands that entertain the world, but do little to benefit the society. Which is why, all that Pepsi has been doing in the field of recycling and other environment conservation issues goes uncommunicated, and hence, unnoticed. What Pepsi needed was an idea that the youth loves and gets involved in, and one that serves as a platform to educate the youth about a social issue and Pepsi's contribution to it. The 'Recycle For A Beautiful World' event communicated the message to thousands that could see it LIVE, and to many more who saw it online through a viral video.
Pepsi placed trash bins with a basketball hoop mounted upon them, and asked people to throw their trashed Pepsi cans and bottles in them. Over 6500 people contributed cans and bottles over the next few days. A few young artists spent 7 hours putting them together into an intriguing pile of trash. When the light was thrown on it, the curious crowd of 15,000 saw in the shadow cast on the screen, what recycling can lead to: a beautiful world.
15,000+ visitors. 6500+ can and bottle contributions. 11,345 signature vows to start recycling. 7,331 on-the-spot website registrations. Above 50,000 online hits, with the youtube video forwarded and linked by fans globally to facebook profiles, other video-sharing websites, even numerous Spanish, Chinese and Russian creative blogs. An invitation from National Geographic and British Council to do an event at the 'Eco Week'.