For Those who know what they want

In 2019, Pepsi launched a global communication platform, For the love of it, aiming to celebrate those who live life by their own rules and mute all self-doubt to follow their passions. Along with the new platform, Pepsi also released a series of limited-edition cans, with messages derived from the local target's passions. Our task was to bring local relevance to this global platform by tapping into a cultural insight and encourage the young target to follow their passion, by creating an authentic manifesto of the Romanian free-spirited generation.

We started from a message that stands for a common value of our target and the essence of the Pepsi brand: For those who know what they want. We flipped the meaning of this message by adding a big NO to it and placed it on a non-branded OOH in Bucharest, with the NO made up of 1000 lights. We called on our target to claim the original message, challenging them to turn off the NO, by sharing their stories of unwavering passion. People could upload their stories to the campaign website, which was directly connected to the billboard – each passionate story turned off one light in the NO, in real-time. Soon, stories were pouring in and the NO on the billboard started to fade. The final light was turned off during a celebratory event where influencers shared their stories and The Mono Jacks performed the campaign anthem.