Challenge
LOVE IT. LIVE IT. FOOTBALL. Pepsi has a rich history of celebrating football culture and, in a World Cup year, the brand wanted to do something truly exceptional. Vault49 partnered with PepsiCo Design & Innovation to bring to life a rich 360-degree campaign connecting art and sport to bring the beautiful game to life – on and off the pitch – with a unique, highly sharable and joy-evoking take on the sport, and a world-class line-up of global footballers.
Solution
For iconic players, rising stars, and Pepsi’s collective fans around the world, football is not just a passion, it’s a modus vivendi. We brought together five world-famous footballers, five street artists, and one of the world’s leading photographers to deliver a new perspective to a World Cup year, and how to Love and Live the game. Partnering with PepsiCo Design & Innovation, we combined the worlds of art, photography and football into key visuals featuring the all-star global 2018 Pepsi squad: Messi, Marcelo, Dele Alli, Carli Lloyd and Toni Kroos. Black and white photography by renowned photographer, Danny Clinch, brought out a raw and candid side to the players and, when set against the energetic artwork, created a rich player narrative that went to the heart of the Love It Live It campaign ethos. In a year-long process, we collaborated with artists of the same nationality as the footballers, and each artist was asked to interpret a player story through a shared cultural lens. Each of the artists has a different creative approach which uniquely captured the vibrancy and spirit of the players and their home countries. Each key visual revealed an unexpected twist on the game and five of football’s most iconic heroes, and became an invitation to play, bringing fans a whole new way to experience the game they love. Utilizing the five key visuals across the Pepsi trademark, we created a suite of limited edition player packaging, and an arresting range of content to be featured across point-of-sale, out-of-home, and promotional touch-points. Throughout history, Pepsi has brought joy to each generation, connecting football fans in a way that has made the brand an icon in pop culture, and we’re extremely proud to have contributed to this narrative.
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