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Step 1:
The Goal
Pepsi aimed to launch an empowering and culturally fluent campaign that celebrated young creatives of color. The brand aimed to create a culturally fluent campaign that resonated with their target audience. Our creative agency's approach involved cultural consulting, photo and film production, and collaboration with celebrity talent.
Step 2:
finding the gaps
We provided Audience Development, Film + Photo Production, and Campaign Development for the Pepsico Campaign to initiate an increase of engagement toward the target audience of young artists of color.
points of connection
Step 3:
To ensure authenticity and cultural relevance, we engaged cultural consulting throughout the campaign. This enabled us to capture the essence of the target audience's experiences and perspectives. We also prioritized diversity behind the camera by sourcing a black woman director and photographer from our True Chicago creative community.
The impact
Step 4:
The collaboration with celebrity talent further amplified the campaign's impact, aligning with Pepsi's mission and solidifying its commitment to inclusivity. The campaign generated a strong positive response, resonating with the target audience and aligning with Pepsi's brand values, effectively celebrating empowerment while increasing engagement.
THE APPROACH
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