Pepsi: Refresh Project, One People

The Pepsi Refresh Project is a multi-million dollar marketing platform that invites people to submit and vote for ideas that help make the world a better place. Pepsi is a brand that has always embodied the spirit of youth. Whether through social initiatives, or its place in pop culture, Pepsi has always fuelled and created culture. In 2009, Pepsi launched the Refresh campaign, celebrating optimism and its role in our changing world. This year, Pepsi is putting that optimism into action, with the launch of the Pepsi Refresh Project. Over the course of the year Pepsi will be awarding millions of dollars in Pepsi Refresh Grants. Rather than simply donating the money to charity, the Refresh Project promises to connect to consumers on a personal level, increasing their involvement with the brand by letting them decide which projects to fund. Submissions are welcome from all walks of life: consumers, for-profits, non-profits. Anyone with an idea is eligible. As for how the money is distributed, that’s up to the public too. Voting is open to everyone, and only the most popular ideas will be awarded Refresh Grants. This isn’t a cause marketing initiative. It’s not an advertising campaign. It’s not a social media campaign. It’s a refreshing new way of doing business, based on a firm belief at Pepsi that doing well means doing good.

Advertising Agency: TBWA\Chiat\Day, Los Angeles, USA
Global Director of Media Arts: Lee Clow
Chief Creative Officer: Rob Schwartz
Group Creative Director: Brett Craig
Interactive Creative Director: Michael Tabtabai
Associate Creative Director: Xanthe Hohalek
Art Director: Dustin Artz
Copywriter: Chris Jones
Managing Director: Erica Hoholick
Account Director: David Dreyer
Management Supervisor: Kristen Latto
Executive Producer / Agency Producer: Anh-Thu Le
Assistant Producer: Doris Chen
Production Company: Paranoid US
Director: Francois Vogel
Director of Photography: Michael Cleary
Executive Producers: Cathleen O’Conor/Claude Lettessier
Line Producer: Janice Biggs
Editorial: Union Editorial
Editor: Einar Thorsteinsson
Assistant Editor: Daniel Moreno-Luna
Executive Producers: Michael Raimondi, Megan Dahlman
Producer: Joe Ross
Visual effects: Resolution
Sr. Visual Effects Supervisor: Todd Iorio
VFX Artists: Amir Qureshi, Seth Silberfein
Compositors: Evan Guidera, Jason Jenson, John Nierras, Mannix Richenbacher
Music: The Black Eyed Peas “One Tribe”
Mixing Facility: Resolution LA
Mixer: Josh Eichenbaum

February 2010


V's picture
76 pencils

Thumps up...
website could be better though

reject_subject's picture
209 pencils

I'm sorry, but this band made this video, and it's not the first time it's copy-pasted, 'cause an israel agency also used the same form and elements.
here it is:


4nz's picture
2 pencils

seems like SOUR got the 1st basic idea,,,

this one is from Indonesia:

they all look similar,,,

Axl's picture
266 pencils

The new pepsi logo lokks like the logo of Obama campaign!

V's picture
76 pencils

you are right it's very similar!

Marlus Lau's picture
Marlus Lau
1808 pencils

Very nice! I like it, although it seems to be copied.

morse's picture
17002 pencils

It's ok, but it's not so exciting. This campaign will only touch a few interested folks.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

fcostausb's picture
173 pencils
pez's picture
1802 pencils

Done! Done! Done!!!! This was the SOUR video released like 6 months ago!!!
Exactly the same techinique, the same art-idea!!... And at the end, when the off-voice says "Introducing the Pepsi Refresh Project".. is exactly the same tone and intention of all the Mac ads!! It's very well done, but it's not exactly "refreshing".

TheKid's picture
184 pencils


TheKid's picture
184 pencils


brandingworthspreading's picture
648 pencils

To me it seems they are out of ideas.
They are trying to get insights from the consumer to establish what their brand stands for.
The people that participate will create social media to promote their ideas. In other words, they will advertise them.
It has nothing interesting behind it.

badvertising's picture
66 pencils

So they're lifting an executional style from Japan or Brazil or wherever that's not the point because it's not the idea. Still kind of lame how closely they're related. As far as the idea goes, this isn't supposed to advertising but some sort of movement, well it's just advertising to me.

millerdigital's picture
2 pencils

Wait a minute, then is everyone stealing from the Brady Bunch?


Guest's picture
Charlie_12's picture
97 pencils

Creative direction please !

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