Gustavo Chiocconi
Art Supervisor at BBDO Argentina
Buenos Aires, Argentina
TitlePepsi Music Underground ENG
Campaign Pepsi Music Underground
Advertiser PepsiCo Inc.
Brand Pepsi
Date of First Broadcast/Publication
Business Sector Soft Drinks, Tonics
Story The music territory is one of the fundamental pillars of Pepsi. To break the mold of the typical music festival and to make Pepsi Music more attractive we created The Pepsi Music Underground: The first festival below the city. We used the H line subway in Buenos Aires, where the entrances, platforms, tracks, and stations acted as supporting scenery as well as publicity for the event.
To make each guest feel special, and encourage them to share in social media what was happening, we created a special event in a totally different place while offering only 1000 tickets. The Pepsi music underground took place in four stations of line H in Buenos Aires on Saturday at midnight, when the subways were not running for the public but used exclusively for just our purposes.
The fans were divided into 4 groups with one group, entering the subway, at a time. They traveled from one station to the next, or you might say from one stage to the next, got off and enjoyed the music of each band on the platform and moved on. In addition, during the journey between stations, they enjoyed mini music performances inside the subway cars.At each station Pepsi set up a place for the fans to watch the band performing on the platform across the tracks. 
Media Type Events
Executive Creative Director
Creative Director
Art Director
Director of Innovation
Art Supervisor
Head of Digital
Head of Production
Executive Producer
Production Company
Advertising Manager

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