In 2018 Pepsi MAX were bringing back the Taste Challenge. Back in the 80s PepsiCo put their core Pepsi Brand up against CocaCola. This time their sugar free alternative, Pepsi MAX, was going head to head against the cola giant.
To support the campaign we pitched to create a suite of social videos that drew attention to the Taste Challenge. I led and won the pitch, then subsequently delivered all of the digital campaign assets for the UK and Europe.
MY ROLE: Creative Director | Pitch Lead | Design | Edit Oversight
THE ORIGINAL TVC
Produced by AMV, the TVC consisted of a series of vignettes showing people taking the Taste Challenge. Though the edit worked for TV, it fell well short of the requirements for Digital channels.
EDITING FOR VERTICAL
+ SOUND OFF
The TVC needed a full re-edit for social media. To work in predominantly sound-off environments the videos needed to include titles that told the full campaign story. To achieve this we deployed a split-screen technique that added dynamism to each edit, made room for bold titles and allowed 16:9 footage to be reframed for vertical formats.
⇩ WATCH THE 4:5 EDIT ⇩
⇩ WATCH THE 9:16 EDIT ⇩
The new edits have a faster, more dynamic pace, and deployed titles to tell the story succinctly. We front loaded the messaging to ensure that even quick social scrollers could take out key information.
4:5, 9:16 + 1:1 edits were created. We also re-edited the 16:9 film to make it conform to social best practice too.
⇩ WATCH THE DIGITAL 16:9 EDIT ⇩
Re-edited to match the rest of our digital content, the new 16:9 edit gained new pace and dynamism. It was liked so much by client they considered running it as their TV ad rather than the original TVC.
We designed each of our videos with transcreation in mind. Knowing the campaign had to be adapted into many European languages, we planned our design to ensure this process could be as straightforward as possible.
DYNAMIC 6s BUMPERS
Part of the media buy on YouTube allowed for 6s contextual bumpers. These would be served to viewers based on the type of video they were searching for on YouTube. The example below shows a copy line thats tailored to a viewer searching for a football video.
Creative Director: Chris Rush (me)
Copywriter: Dan Camano
Editor: Leon Kesko
Account Manager: Kelly Wood
Project Manager: Meri Feir
ATL partner: AMV