The Brief

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.

Creative Execution

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 15000 saw in the shadow cast on the screen, what recycling can lead to: a beautiful world.

Describe the creative solution to the brief/objective.

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.

Results

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'.