Pepsi’s “Pepsi Light Iconic Moments” advertising campaign has won Gold at the Clio Awards for print, print technique (art direction and photography) and out of home (billboard). The three advertisements in the Pepsi Light Iconic Moments campaign, targeting young urban people, feature a skateboarder, parkour runner and a breakdancer wearing red, white and blue. Their stunning poses convey the lightness of Pepsi Light, and contain within them the Pepsi Light logo. The only text required: “Light”. The central Pepsi motif “Live for now” is conveyed in active, spontaneous, almost weightless moves and moments full of carefree joy.
The campaign also won two ADC Gold and five Silver Cubes in May.
Pepsi Light Iconic Moments Credits
The Pepsi Light Iconic Moments campaign was developed at BBDO Dusseldorf by chief creative officers Wolfgang Schneider and Darren Richardson, executive creative director Kristoffer Heilemann, creative director Michael Plueckhahn, art directors Tatjana Fischer-Genin and Bernd Rose, chief executive officer Dirk Bittermann, group account director Liselotte Schwenkert, account manager Julia Lueckerath and art buyer Eva à Wengen.
Photography by Wolfgang Zac with post producer Philipp Maubach and print producer Bernhard Burg.