Description
Ever wondered what it would be like to create your own dish at your favorite restaurant? How about ordering a parmegiana shepherd’s pie or a vegan moqueca sandwich? That’s the idea behind PEPSI®'s latest campaign, "Your Bites, Your Rights." The brand, part of PepsiCo, tapped into Artificial Intelligence to mix and match ingredients and design brand-new dishes for Pirajá, a Rio-style bar and restaurant in São Paulo.
Tailored to each customer’s taste, the project, created by AMPFY , encourages creative food choices and expands consumption possibilities. Aligned with the brand’s global positioning “Better with”, PEPSI® invites consumers to be daring and discover new culinary experiences. To bring the concept to life, the restaurant menu was replaced with a tablet that allowed users to combine ingredients, using a simple voice command, generating AI-created images. After that, the chef was challenged to bring that image to life.
This is PEPSI®’s first fully meal-focused campaign in Latin America.
This professional campaign titled '“Your bites, your rights”' was published in Brazil in March, 2025. It was created for the brands: Pepsi and Pepsico, by ad agency: Ampfy. This Experiential medium campaign is related to the Drinks (Non Alcoholic) industry and contains 2 media assets. It was submitted about 1 month ago by PR: Leticia of HUM Comunicação.
Credits
Client: PEPSICO
Product: Pepsi
Campaign: Your Meal, Your Rules
Agency: Bakery – Powered by Ampfy
CEO: André Chueri
CCO: Andrea Siqueira
CCO: Fred Siqueira
CBO: Guilherme Brum
CMDO: Sergio Brotto
CSO: Gabriel Borges – GB COO: Douglas Bocalão
Creative Director: Pedro Gouveia
Content Lead: William Ribeiro
Creative Team: Guilherme Lopes, Fernando Ribeiro
Executive Director of Media & Operations: Camila Costa
Planning: Marcella Pappiani, Flavia Rodrigues
Content Strategy: Victoria Bullo Biggi
Account Management: Gabriella Ramalho, Nathalia Ferreira
Operations: Eduardo Sassá and Gláucia Fortes
Project Management: Thaiz Zerbini
Media Director: Bruna Meta
Media Planning: Lucas Costa and Nathalia Ramos
Media Operations: Guilherme Sampaio
RTV Production: Carolina Godoy and Felipe Hohagen
Client Approval: Diego Bastian, Mariana Gomes, Raquel Brandino, Joice Gulman
Film Production Company: MODERNISTA CREATIVE PRODUCERS
Film Directors: Chico Gomes and Laís Sambugaro
Executive Producers: Marcelo Monteiro and Alexandre Lucas
Account Management: Iara Demartini and Isabela Fakelmann
Creative Direction: Bruna Dutra and Giorgio Bruno
Assistant Director: Beatriz da Cruz
Director of Photography: Vini Bock
Camera Operators: Daniel de Santi (Ceará) and Thiago Eli Ribeiro
Camera Assistants: Cristian Soares da Cruz and Murillo Magalhães Ferreira Araújo
Logger: Thiago Meggiato
Video Assist: Augusto Galvão Cruz
Production Coordinators: Pedro Gomes and Clarice Duo
Head of Production: Gilberto Pereira
Producers: Ana Paula Rodrigues Ribeiro and Fernando Pontes Barbosa
Production Assistants: Heloisa Rolim
Set Assistants: Thiago Massayoshi, Helio Meggiato, Marcelo Barbosa
Electricians: Juarez Rios Santana (Prego), Alexsandro Soares (Lambes), Daniel Siqueira, Jonas Pascini
Grip Crew: Rodrigo Molica, Alvaro dos Santos, Herberth William dos Santos, Matheus Felipe Ribeiro
Post-Production Supervisor: Nathalie Rueda
Post Assistant: Gabriel Carneiro
Editor: Sérgio Dinis
Color Grading: Allan Almeida
Motion & VFX: Anderson Freitas
Finishing: Nathalie Rueda
Audio Production Studio: LIQUO ÁUDIO
Music Director: Felipe Engel
Account Manager: Nic Bonnet
Music Production: Thiago Lucas and Vicente Dias Jacomini
AI Technology Provider: Webcore Interactive
