LIGHTER OF LIGHT MURAL

TitleLIGHTER OF LIGHT MURAL
BrandPEPSICO PHILIPPINES
Product / ServicePEPSI
CategoryA09. Environmental Design
EntrantBBDO GUERRERO Makati City, THE PHILIPPINES
Entrant Company:BBDO GUERRERO Makati City, THE PHILIPPINES
Design/Advertising Agency:BBDO GUERRERO Makati City, THE PHILIPPINES

Credits

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 Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.