REFRESH by Huge, TBWA\Chiat\Day Los Angeles for Pepsi

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REFRESH

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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market United States
Agency Huge
Agency TBWA\Chiat\Day Los Angeles
Creative Director Xanthe Hohalek, Joe Stewart, Michael Tabtabai
Art Director John Dwight, Chris Macneil, Dustin Artz, Zhitao Liang \ Fengchang Zhang
Copywriter Chris Lightburn-Jones, Michelle Lewis
Released December 2009

Credits & Description

Category: Best Digitally Led Integrated Campaign
Advertiser: PEPSI
Product/Service: PEPSI
Agency: TBWA\CHIAT\DAY LA
Agency: HUGE
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: TBWA\CHIAT\DAY LA, USA
Entry URL: http://www.refreshcannes2010.com
Global Director Of Media Arts: Lee Clow (TBWA \ Chiat \ Day)
Chief Creative Officer: Rob Schwartz (TBWA \ Chiat \ Day)
Group Creative Director: Brett Craig (TBWA \ Chiat \ Day)
Creative Director: Michael Tabtabai (TBWA \ Chiat \ Day)
Creative Director: Xanthe Hohalek (TBWA \ Chiat \ Day)
Copywriter: Chris Jones (TBWA \ Chiat \ Day)
Art Director: John Dwight / Chris MacNeil / Dustin Artz (TBWA \ Chiat \ Day)
Copywriter: Michelle Lewis (TBWA \ Chiat \ Day)
Interactive Account Director: Amy Luca (TBWA \ Chiat \ Day)
Director of Digital Strategy: Zach Gallagher (TBWA \ Chiat \ Day)
Partner / Director of User Experience: Gene Liebel (Huge)
Partner / Executive Creative Director: David Skokna (Huge)
Partner / Director of Production: Aleksandar Sasha Kirovski (Huge)
Creative Director: Joe Stewart (Huge)
Design Director: Felipe Memoria (Huge)
Engagement Director: Rachael Greer (Huge)
Senior Project Manager: Ana Breton (Huge)
Art Director: Liang Zhang (Huge)
Senior Interaction Designer: Jennifer La Placa (Huge)
Copy Director: Ross Morrison (Huge)
Interactive Art Director: Brandy Cole (TBWA \ Chiat \Day)

English Synopsis
The Pepsi Refresh Project is built around Pepsi’s ambition to refresh the world, and a belief that human connections in the digital world can power an engine for good in the world. By providing a platform for people to publish ideas, tools to share and promote them across the digital ecosystem, and the chance for the best ideas to become reality, Pepsi has empowered people with ideas big and small to change the world – and mobilised an army to spread the word. It’s not cause marketing. It’s not an advertising campaign. It’s a refreshing new way of doing business. NOTE: Username:pepsi Password: cannes2010