PEPSI
Refresh Everything
Pepsi Rebrand
THE CHALLENGE
How do you help one of the world’s biggest corporations launch its new logo during the worst financial recession in recent history, when people were more cynical and skeptical of big companies and institutions than ever before?
THE SOLUTION
We created a splash with “Refresh Everything,” a call to arms and a simple yet massive idea about empowering and creating real change in a world operated by a broken system. We spoke to a new generation of Millennials with a simple and colorful campaign that would evoke vibrancy, joy, and even silliness through its positive messages and ethos.
Outdoor
We covered major cities across the US and the globe in hundreds of positive technicolor messages to refresh boring ad spaces.
I was very excited, even as a Coca Cola drinker.
Dance Steps
These interactive instructions helped people dance their way onto flights at Airports across the country.
New Years Eve Times Square Launch
To officially announce our new campaign, we wanted to spread the joy at Times Square, the most important spotlight in the country, signaling to the world that we were going to Refresh Everything in the new year. Good Morning America hosted us, where we looped the tv spot on their famed jumbotron and did a huge Times Square party— dropping balloons, handing out Pepsi swag and hosting a photo op.
New York Times New Years Day Back Cover Spread
We covered the most prominent publication in the country with our joyful messages.
Limited Edition Bottles
These award-winning poppy aluminum pop bottles were sold during launch to add some POP to the soda aisle.
Obama Inauguration
Later that month, Pepsi wordplay welcomed President Obama with a huge wave of optimism in Washington D.C,
South Park Season’s Premiere
Proving that we had made an impact on pop culture, this Pepsi spoof for South Park season's premiere made heads roll on Comedy Central.
ReflushEverything.com
Last but not least, you know you’ve made an impact when someone in the advertising industry goes to the trouble to create a blog having their fun with the campaign, as covered on Agency Spy.
Credits
Role: Lead Campaign Art Director / Designer
Agency: TBWA\Chiat\Day Los Angeles
CCO: Lee Clow
CDs: Joe Shands, Brett Craig
Art Directors: Scott Brown, Xanthe Wells Hohalek
Jr Art Director: Jonathan Granewich
Designer: Bory Chung
Awards: D&AD Yellow Pencil Winner in Design
Pepsi Brand Reaunch
Target Summer
Victoria's Secret PINK for Black History Month
Verdúu Perfumes
Spectrum Boutique
Spectrum Journal
YouTube
Olly
Target Holiday
We the Urban
Autograph Hotels
Samsung Gallaxy S II
Gatorade
James Allen Jewelry
Core Water
K-Swiss Shoes
Samsung Galaxy Note