CALORY SCULPTURE by Proximity Germany for Pepsi

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Industry Soft Drinks
Media Design & Branding
Market Germany
Agency Proximity Germany
Executive Creative Director Carsten Bolk
Art Director Claudia Janus, Jake Shaw
Copywriter Mona Morsch, Florian Birkner
Producer Stefan Beuttler
Released March 2012

Credits & Description

Category: Posters
Product/Service: PEPSI LIGHT
Chief Creative Officer: Christian Mommertz (BBDO Proximity Düsseldorf)
Chief Creative Officer: Sebastian Hardieck (BBDO Proximity Düsseldorf)
Executive Creative Director: Carsten Bolk (BBDO Proximity Düsseldorf)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany)
Art Director: Jake Shaw (BBDO Proximity Düsseldorf)
Art Director: Claudia Janus (BBDO Proximity Düsseldorf)
Copywriter: Florian Birkner (BBDO Proximity Düsseldorf)
Copywriter: Mona Morsch (BBDO Proximity Düsseldorf)
Account Director: Sebastian Koenen (BBDO Proximity Düsseldorf)
Agency Producer: Katrin Haase (BBDO Proximity Düsseldorf)
Agency Producer: Mike Philipp (BBDO Proximity Düsseldorf)
Photographer/Art Director: Sabine Louwen (BBDO Proximity Düsseldorf)
Production Company: (Marketing Design Beratung Darmstadt)
Producer: Stefan Beuttler (Marketing Design Beratung Darmstadt)
Post-Production: (Pirates´ N Paradise Düsseldorf)
Media placement: Installation (4 X 5,5m) - Tropical Island, Berlin - 06. March 2012
Describe the brief from the client
Develop an idea that clearly shows the benefit of Pepsi Light: a tasteful and refreshing product with only 1 calorie. Second task: find a perfect place in which to address the core target group.
Describe the challenges and key objectives
How to communicate this simple message in a relevant and strong context?
Describe how you arrived at the final design
The idea was to simply draw a comparison: an ice cream contains up to 280 calories, Pepsi Light has only 1. To visualise this truthful fact, we have built the world’s first ‘calorie’ sculpture made of 280 bottles of Pepsi Light.
Give some indication of how successful the outcome was in the market
The world’s first ‘calorie’ sculpture enticed over 1,000 daily visitors of Tropical Islands to interact with it, whilst giving them a physical experience of our message.