Pepsi - "Evolution (French)"

BBDO Canada

BBDO Canada Toronto, Canada

6370

Brand: Pepsi
Country: Canada

Advertiser: PepsiCo Inc.

Title	Evolution (French)
Agency	BBDO Canada
Campaign	Word Play - Pepsi
Advertiser	PepsiCo Inc.
Brand	Pepsi
Posted	July 2009
Business Sector	Soft Drinks, Tonics
Tagline	iciccestmieux.com
Story	A 60-second television ad entitled Evolution displays a fast sequence of historic images and video clips that highlight significant joy moments in Quebec. At the same time, the viewer also sees the Pepsi brand evolving through the years. The spot concludes in the year 2009 - 75 years after the first bottle of Pepsi rolled off the production line in Quebec, with a bottle of Pepsi being cracked open. The voice-over then says (in French), Go on, take a drink. You too can be part of all the joy that is yet to come. Viewers are then directed online to visit the website at icicestmieux.com
Philosophy	Pepsi is encouraging Canadians to spread their joy across the country in its newest Canadian marketing campaign. Prominently featured on billboards, transit shelter ads (TSAs), in-store, on television, and on-line, the ads are fueled with the spirit of optimism incorporating the brands new identity. A specialized French campaign launched in Quebec on June 12 to celebrate Pepsis unique history and heritage with the brand.
Problem	In Quebec, Pepsi is celebrating its 75th anniversary. There, the campaign centres around the evolution of Pepsi over the course of 75 years and delivers a retrospective look at the provinces heritage with the brand. Billboard and superboard ads in Quebec feature the evolution of the Pepsi brand with the original Pepsi cap on the left, a refresh logo in-between (two arrows pointing forward and backward to form a circle) followed by the new Pepsi logo on the right. Ici cest pepsi (Here, its Pepsi) appears at the bottom. Online, the website icicestmieux.com asks Quebecers to join others who are doing their part to brighten our world, and share their gestures by posting a picture or video to the site. The idea is that one small action can often change everything and ultimately create a movement of spreading joy.
Media Type	Television
Length	60 seconds
Market	Canada
Creative Director	Ian MacKellar
Copywriter	Craig McIntosh
Production Company	Ricochet
Production Company	SGL Studio - Built Productions
Strategic Planner	Ed Caffyn
Account Manager	Tim Welsh
Account Manager	Sheng Sinn
Account Manager	Katie Lynn
Account Manager	Jill Patterson
Art Director	Jaimes Zentil
Agency Producer	Christie Gawenda
Director	Igor Boros
Editor	Igor Boros
Animation	Igor Boros