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, thats up to the public too. Voting is open to everyone, and only the most popular ideas will be awarded Refresh Grants. This isnt a cause marketing initiative. Its not an advertising campaign. Its not a social media campaign. Its a refreshing new way of doing business, based on a firm belief at Pepsi that doing well means doing good.
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