Throughout 2017, Pepsi is celebrating life’s ‘live for now’ moments. Those moments when we decide to let go, choose to act, follow our passion and don’t let anything hold us back. There is no better ‘live for now’ moment than the uninhibited passion of a true football fan, especially one at the UEFA Champions League Final.
This year Vault49 was proud to be invited to develop the sponsorship identity for Pepsi and helped take a global football campaign from the pitch to the stands – celebrating and igniting the contagious passion that comes to life in the fans around us, and showing the world how much it means to live and love the game.
We sought to turn the focus from the game to the fans themselves, and the multitude of moments that stir our passions throughout a game of football: from the tension and banter of the pre-match build-up, through the rollercoaster of the match itself, to the eruption or heartbreak at the final whistle.
Our campaign illustrates how these moments of passion are as relevant to a local kick about in a park among friends as they are to the glorious stadiums around the world. Vault49 developed the disruptive messaging, such as “Nothing compares to the roar of the crowd”, which speaks not only to the Pepsi drinker but also to the football follower, and we crafted these phrases using handwritten typography where the brushstrokes are designed to convey the frenetic passion of a football fan. We then leveraged the existing UEFA CL assets to build a rich visual language which was then extended from Key Visuals through to Packaging, POS and OOH executions.
To further bring the campaign to life we executed a photoshoot of the OOH visuals to capture the raw spirit and fan emotions in a high energy shoot. For the close of the campaign, we also produced bespoke gift sets for Pepsi and UEFA senior management which includes screenprinted t-shirts, tote bags, custom Cardiff cans and posters which hero the ethos of the 2017 campaign.
For Vault49 and our team of football fans, projects don’t come much more exciting than this, and the creative synergy between Vault49 and the Pepsi team made this project a pleasure from start to finish.