Refresh Project, One People

Agency Network: 
February 2010


The Pepsi Refresh Project is a multi-million dollar marketing platform that invites people to submit and vote for ideas that help make the world a better place. Pepsi is a brand that has always embodied the spirit of youth. Whether through social initiatives, or its place in pop culture, Pepsi has always fuelled and created culture. In 2009, Pepsi launched the Refresh campaign, celebrating optimism and its role in our changing world. This year, Pepsi is putting that optimism into action, with the launch of the Pepsi Refresh Project. Over the course of the year Pepsi will be awarding millions of dollars in Pepsi Refresh Grants. Rather than simply donating the money to charity, the Refresh Project promises to connect to consumers on a personal level, increasing their involvement with the brand by letting them decide which projects to fund. Submissions are welcome from all walks of life: consumers, for-profits, non-profits. Anyone with an idea is eligible. As for how the money is distributed, that’s up to the public too. Voting is open to everyone, and only the most popular ideas will be awarded Refresh Grants. This isn’t a cause marketing initiative. It’s not an advertising campaign. It’s not a social media campaign. It’s a refreshing new way of doing business, based on a firm belief at Pepsi that doing well means doing good.

Film advertisement created by TBWA, United States for Pepsi, within the category: Non-Alcoholic Drinks.

Advertising Agency: TBWA\Chiat\Day, Los Angeles, USA
Global Director of Media Arts: Lee Clow
Chief Creative Officer: Rob Schwartz
Group Creative Director: Brett Craig
Interactive Creative Director: Michael Tabtabai
Associate Creative Director: Xanthe Hohalek
Art Director: Dustin Artz
Copywriter: Chris Jones
Managing Director: Erica Hoholick
Account Director: David Dreyer
Management Supervisor: Kristen Latto
Executive Producer / Agency Producer: Anh-Thu Le
Assistant Producer: Doris Chen
Production Company: Paranoid US
Director: Francois Vogel
Director of Photography: Michael Cleary
Executive Producers: Cathleen O’Conor/Claude Lettessier
Line Producer: Janice Biggs
Editorial: Union Editorial
Editor: Einar Thorsteinsson
Assistant Editor: Daniel Moreno-Luna
Executive Producers: Michael Raimondi, Megan Dahlman
Producer: Joe Ross
Visual effects: Resolution
Sr. Visual Effects Supervisor: Todd Iorio
VFX Artists: Amir Qureshi, Seth Silberfein
Compositors: Evan Guidera, Jason Jenson, John Nierras, Mannix Richenbacher
Music: The Black Eyed Peas “One Tribe”
Mixing Facility: Resolution LA
Mixer: Josh Eichenbaum
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Highest Rated

morse's picture

It's ok, but it's not so exciting. This campaign will only touch a few interested folks.

Activity Score 17897
Art Director |

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V's picture

Thumps up...
website could be better though

Activity Score 72
Marketing Manager
reject_subject's picture

I'm sorry, but this band made this video, and it's not the first time it's copy-pasted, 'cause an israel agency also used the same form and elements.
here it is:

Activity Score 209
Copywriter at Idea Plus Skopje
4nz's picture

seems like SOUR got the 1st basic idea,,,

this one is from Indonesia:

they all look similar,,,

Activity Score 2
Institut Teknologi Harapan Bangsa Bandung
Axl's picture

The new pepsi logo lokks like the logo of Obama campaign!

Activity Score 264
V's picture

you are right it's very similar!

Activity Score 72
Marketing Manager
Marlus Lau's picture

Very nice! I like it, although it seems to be copied.

Marlus Lau
Activity Score 1788
Art Director at Editora O Estado do Paraná / Pós-graduação na Unicuritiba
morse's picture

It's ok, but it's not so exciting. This campaign will only touch a few interested folks.

Activity Score 17897
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

fcostausb's picture
Activity Score 171
Art Director
pez's picture

Done! Done! Done!!!! This was the SOUR video released like 6 months ago!!!
Exactly the same techinique, the same art-idea!!... And at the end, when the off-voice says "Introducing the Pepsi Refresh Project".. is exactly the same tone and intention of all the Mac ads!! It's very well done, but it's not exactly "refreshing".

Activity Score 1770
Creative Director
TheKid's picture


Activity Score 180
TheKid's picture


Activity Score 180
brandingworthspreading's picture

To me it seems they are out of ideas.
They are trying to get insights from the consumer to establish what their brand stands for.
The people that participate will create social media to promote their ideas. In other words, they will advertise them.
It has nothing interesting behind it.

Activity Score 608
Copywriter at |

Blog | Twitter

badvertising's picture

So they're lifting an executional style from Japan or Brazil or wherever that's not the point because it's not the idea. Still kind of lame how closely they're related. As far as the idea goes, this isn't supposed to advertising but some sort of movement, well it's just advertising to me.

Activity Score 66
Copywriter at Y&R San Francisco
millerdigital's picture

Wait a minute, then is everyone stealing from the Brady Bunch?

Activity Score 2
Guest's picture
Charlie_12's picture

Creative direction please !

Activity Score 93
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