Title | LIGHTER OF LIGHT MURAL |
Brand | PEPSICO PHILIPPINES |
Product / Service | PEPSI |
Category | A09. Environmental Design |
Entrant | BBDO GUERRERO Makati City, THE PHILIPPINES |
Entrant Company: | BBDO GUERRERO Makati City, THE PHILIPPINES |
Design/Advertising Agency: | BBDO GUERRERO Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
David Guerrero | BBDO Guerrero | CCO/Creative Director |
Dale Lopez | BBDO Guerrero | Associate Creative Director/Art Director |
Meggy De Guzman | BBDO Guerrero | Copywriter |
Dalla Sucgang | BBDO Guerrero | Account Manager |
Denise Gamo | BBDO Guerrero | Account Manager |
Al Salvador | BBDO Guerrero | Producer |
The clients had sponsored the volunteer center in San Juan, and of course, wanted the local community to know. So they needed a design that would lavel it as a Pepsi outreach effort - without turning the people off or appearing self-satisfied.
We focused more on the ingenuity of the bottle light and the product benefit rather than the brand itself. Using the silhouette of 10,000 Pepsi bottles, we created a sun graphic that would be the iconic symbol of the Liter of Light campaign - with the Pepsi blue dominating the entire design.
The campaign, which the Pepsi wall design was part of reached 74,410 people and received a reach of 10% conversion rate. It gathered 10,000 volunteers and installed over 20,000 bottle lights. The project was covered by the BBC, NHK network and presented at TEDx in Dubai and Mumbai.