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Refresh Project, One People

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Published/Aired: 
February 2010
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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

Comments (16)

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Charlie_12's picture
Charlie_12
97 Activity Scores

Creative direction please !

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