Meanwhile, In The Pepsi-Verse: New Campaign Launches Via Special Australia

Meanwhile, In The Pepsi-Verse: New Campaign Launches Via Special Australia
B&T Magazine
By B&T Magazine



Special Australia and the Glue Society have transformed every Pepsi logo – on cans, on billboards, vending machines, in films, in social, anywhere – into a portal to an alternative universe called the Pepsi-verse, as part of a new campaign.

Consumers can simply hold a scanner on their phone up to any Pepsi logo to open a portal on screen in its place, then revealing a moment inside the Pepsi-Verse.

As well as every logo becoming a bespoke media channel, in film, social and outdoor people will also be able to get various unusual glimpses into the universe – each one showing how things work there very differently and in an entertainingly better way. The Pepsi-verse is a wonderfully strange place where socks are never lost and Aliens don’t abduct you, they entertain you.

“Pepsi Max is a brand that wants to be known for championing progressive and alternative thinking and this campaign is the perfect platform to do it,” said Vandita Pandey, CMO PepsiCo. “We are so excited to now create a whole universe of our own that literally lets us demonstrate the fun and positivity that comes from thinking about life in an alternative way.”

Julian Schreiber, CCO/partner, Special said: “It’s rare you get to say you’re excited to be creating an alternate reality, particularly one that transforms something as iconic as every Pepsi can and logo into a way of visiting it. Even the way the content for the universe has been created is very alternative in style from what you’ve ever seen before from the brand itself.”

Tom Martin, CCO/partner, Special added: “And this is just the beginning of what people will see in the Pepsi-verse. People will see only some parts in their socials and on TV, but there’s bespoke content and digital experiences that you can only get by using the portal yourself.”

Content on television, cinema and social media will announce the new universe and the portal, inviting people to scan and search for more. And more fresh content and glimpses of the Pepsi-verse keep being launched, rewarding people for picking up a can and visiting the Pepsi-verse again and again.

Special became PepsiCo’s lead Agency of record last July following a fully competitive pitch. The brands they now work on include Pepsi Max, as well as a wider portfolio of brands.

CREDITS:

Client: Pepsi Max

CMO Snacks & Beverages: Vandita Pandey

Head of Marketing Beverages: Tracy Hardwick

Marketing Lead: Jamie Bruce

Marketing Manager: Tiana Handel

Brand Manager: Candy Wong

Brand Manager: Anita Cheng

Consumer Insights Planner: Judith Meyers

Agency: Special Australia

CCO/ Partner: Julian Schreiber & Tom Martin

CEO/Partner: Lindsey Evans & Cade Heyde

CSO/Partner: Dave Hartmann

CD/Creatives: Toby Moore, Luke Thompson & Noah Regan

Designer: Bella Plush

Team Lead: Michelle Braslin

Business Director: Maddie Armstrong

Senior Producer: Bill Doig

Creative technologist: Laurent Marcus

Sevda Cemo _ Head of Film and Content Production

Paul Johnson _ Executive Producer

Nick Lilley _ Head of Stills & Digital Production

Sonia Ebrington _ Senior Integrated Producer

Steph Wilkinson _ Social Integrated Producer

Fraser Kelton_ Social Films Editor

James Simmons – Digital Director

Greg Thai – Digital Producer

Writers’ Room: Special x The Glue Society:

Tom Martin, Paul Bruty, Julian Schreiber, Pete Baker, Toby Moore, Millicent Malcolm, Luke Thompson, Luke Nuto, Bella Plush, Noah Regan, Jonathon Kneebone, Laurent Marcus

Production Company: Revolver

Directing Collective: The Glue Society

Directors: Paul Bruty, Luke Nuto & Millicent Malcolm

Managing Director/Co-Owner: Michael Ritchie

Executive Producer/ Partner: Pip Smart

Executive Producer: Jasmin Helliar

Producer: Nicole Crozier

Director of Photography: Dale Bremner

Production Designer: Damien Drew

Wardrobe: Olivia Simpson

Post Production: The Glue Society Studios

Post Producer, Colourist, Animator, Online Compositor: Scott Stirling

Editor: Luke Crethar

Lead Animator & VFX Compositor: Svetoslav Atanasov

VFX Compositors: Andy Lion & Viv Baker

Digital Production Partner – Unbound




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