MAKES FOOD GREAT (BRIEF IN A DAY)

CLIENT: PEPSI

AGENCY: D&AD SHIFT

TEAM: Cameron Kapadia, Brittney Angus, Elvis Collie, Brayden Stairmand

Brief in a day with Pepsi was the last brief we received at D&AD Shift. Coming up to this experience, I was nervous. But once we were put into our groups and sent on our way, we quickly found our groove; Embracing our group dynamic and using the pressure to make diamonds.

The challenge was to create an out of home ad positioning Pepsi as the number one choice to consume with food.

We danced around a handful of ideas before landing on something along the lines of ‘With Pepsi, even shit food tastes great’. Of course, this was a great response before realising that we didn’t want to leave consumers thinking that they should only pair Pepsi with burnt food or that Pepsi is a horrible tasting beverage in itself. So we set about working out how we can make sure our message was understood - Pepsi makes food taste great, even if it is burned to a crisp.

We executed this by creating a poster that showcases what it’s like to be a person in their late 20’s - fresh out of Mum & Dad’s house and on the tough road to becoming a responsible adult. A time where you’re thrown in the deep end and forced to learn new roles and responsibilities - in particular cooking! Through thick, thin and every kitchen disaster, Pepsi will be there to make even the worst cooking attempts something to enjoy.