HUGE, Pepsi Get Bronzed At Cannes
Jun 24, 2010, 9:30 AM
HUGE the digital agency in Brooklyn's DUMBO section that is partly owned by Interpublic was awarded a Bronze Cyber Lion in the "Best Digitally Driven Integrated Campaign" category at the 57th annual Cannes Lions Wednesday night, for its work on PepsiCo's "Pepsi Refresh" platform. The Pepsi Refresh project is an ongoing social media-backed community change effort, with the iconic soft drink company funding ideas big and small to make the world a better place. Individuals and groups offer proposals for positive change in four different categories and registered visitors to the Refresh site (www.refresheverything.com) vote to choose monthly winners, who receive grants ranging from $5,000 to $250,000. Pepsi is funding the Refresh project with a $20 million budget, following its decision to bypass advertising in the 2010 Super Bowl. For the Refresh Project, HUGE was responsible for all aspects of the digital channel including social media strategy, interaction design, visual design, Facebook integration, development and analytics.