PepsiCo, "Pepsi Refresh Project"
Pepsi skipped 2010's Super Bowl to create a global digital initiative. Objective: Position the brand as a facilitator of life-enhancing good works, as well as shared enjoyment. At refresheverything.com, fans submit worthy causes to win grants of up to $250,000. Each month, visitors vote on 1,000 idea submissions, with 32 grants awarded. Offline synched elements span TV, print, outdoor, college programs and retail display. Pepsi jumped to a #5 ranking within Forbes's "most reputable U.S. brands" study.Affiliated Agency: TBWA/Chiat/Day LA, original concept
Credits: Gene Liebel, HUGE, Partner, Director of User Experience David Skokna, HUGE, Partner, Executive Creative Director Aleksandar Sasha Kirovski, HUGE, Partner, Director of Production Joe Stewart, HUGE, Creative Director Felipe Memoria, HUGE, Design Director Ryan Frank, HUGE, Art Director Liang Zhang, HUGE, Art Director Rachael Greer, HUGE, Engagement Director Jennifer La Placa, HUGE, Senior Interaction Designer Ross Morrison, HUGE, Copy Director Angel Anderson, HUGE, Senior Interaction Designer Felix Brinadze, HUGE, Technology Producer Rafael Mumme, HUGE, Senior Web Developer Ana Breton, HUGE, Senior Project Manager Carl Collins, HUGE, Interaction Designer Lee Clow, TBWA/Chiat/Day, Global Director, Media Arts Rob Schwartz, TBWA/Chiat/Day, Chief Creative Officer Brett Craig, TBWA/Chiat/Day, Group Creative Director Michael Tabtabai, TBWA/Chiat/Day, Creative Director Xanthe Hohalek, TBWA/Chiat/Day, Creative Director Chris Jones, TBWA/Chiat/Day, Copywriter John Dwight, TBWA/Chiat/Day, Art Director Chris MacNeil, TBWA/Chiat/Day, Art Director Dustin Artz, TBWA/Chiat/Day, Art Director Michelle Lewis, TBWA/Chiat/Day, Copywriter Amy Luca, TBWA/Chiat/Day, Interactive Account Director Zach Gallagher, TBWA/Chiat/Day, Director of Digital Strategy