Heat Theory

Agencies: Sancho BBDO OMD


Recent studies by the Sustainability Research Centre (SRC) at the University of the Sunshine Coast, in Australia, have shown that blue surfaces absorb less solar radiation and reflect ultraviolet rays, making them cooler than others. Red surfaces, for example, absorb almost all wavelengths, so they tend to heat up more.

That's why Pepsi (the refreshing beverage known for its blue color) wanted to prove this theory, testing the temperature of blue vs. red (the color of the competition), in one of the hottest cities in Colombia: Santa Marta, which during the third quarter of the year reaches temperatures up to 42° degrees Celsius. And we did it on a billboard displaying the two colors connected to a digital thermometer to capture the temperature of each surface in real time.

The result: confirmed! Pepsi and science proved that blue is more refreshing than red.

This professional campaign titled 'Heat Theory' was published in Colombia in September, 2022. It was created for the brand: Pepsi, by ad agencies: OMD and Sancho BBDO. This OOH Outdoor medium campaign is related to the Soft Drinks industry and contains 1 media asset. It was submitted over 1 year ago by Creative Director: Camilo Torres Ángel of Sancho BBDO.


CEO: Carlos Felipe Arango
Managing Director: Andrés Carvajal
Chief Creative Officer: Mario Lagos
Chief Strategy Officer: Juan Camilo Laverde
Chief Business Officer: Natalia Pérez
Executive Creative Director: Diego Contreras, Daniel Álvarez
Executive Business Director: Luisa Márquez
Creative Director: Carolina Camargo, Camilo Torres Ángel, José Ariel Hernández, Andrés Lancheros
Copywriter: Alejandra González, Camilo Torres Ángel, Daniel Álvarez
Art Director: William Niño, Carolina Camargo
Head of Business: Katalina Espinel
Media Account Director: Nataly Nieto
Business Operation Manager: Juan Felipe Pinzón, Nicolás Jaramillo

Marketing Director: José Luis Silva
Brand Manager: Sara Fonseca

Production: Macarena
Director: Julián Torres
Producer: Nicolás Katime


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