For Pepsi Romania's 2017 anniversary we were tasked with creating a national promotion.

We took it a step further.

A motivational promo campaign.

In a country that has a mentality rather sunken in resignation, Pepsi, a symbol of the American dream, launches a campaign that rekindles the young generation’s courage to explore and live their lives.

Moving the motivation to act in the moment from external to internal.

Perhaps the first campaign that doesn’t treat young people like kids - “Heeey, buy a Soda and get a skateboard”- But as equals.

Introducing:

A promo campaign that helps young people - the free spirits - on their journey to themselves, to who they are.

For the video commercial we created a version that would run on TV and one that would run online. Both narrated by the young, up-and-coming, rapper Psihotrop. The new voice of a generation.

We didn't create a TVC. We made a manifesto for people to stand behind. A call to rally a new generation.

And the prizes? They were things that would inspire young people to discover more, try more, do more.