Making the world go
aaah!
Work_
Strategy
Concept
Creative Direction
Copywriting
Social ecosystem
Year_
2021
About_
At 180, I was Creative Director leading PepsiCo’s first-ever digitally-made, modular campaign. To highlight the brand’s bold, fruit-first flavours through vibrant global creativity, we brought together a squad of Gen Z influencers from around the globe. We gave creators from Asia, Europe and Africa a platform to showcase their unique talent and creativity to inspire the creativity that makes the world go AAAH!
More than a campaign, we created a 360 brand ecosystem featuring hundreds of local and global assets from how to videos to TikTok challenges and colourful, vibrant hygiene assets. Rooted in social/digital, everything was built digital first, from our TVC that featured the best of the global content to OOH and POS.
Results_
The initiative was a massive strategic driver for Mirinda’s global volume and market share, and transformed Mirinda from a standard carbonated soft drink into a culturally relevant brand for Gen Z.
