THE SOUND OF FOOTBALL by Akestam.holst Stockholm for Pepsi

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THE SOUND OF FOOTBALL

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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Martin Cedergren
Art Director Björn Kusa
Copywriter Patrick Dry
Released June 2012

Awards

Cannes Lions 2012
Mobile Lions Use of Innovative Technology for mobile Bronze

Credits & Description

Type of entry: Creative Use Of Technology
Category: Use of Innovative Technology for mobile
Advertiser: PEPSICO/CARLSBERG
Product/Service: PEPSI
Agency: ÅKESTAM HOLST Stockholm, SWEDEN
Advertiser PEPSICO/CARLSBERG
Product PEPSI
Entrant ÅKESTAM HOLST Stockholm, SWEDEN
Type of Entry: Creative Use Of Technology
Category: Use of Innovative Technology for mobile
Title: THE SOUND OF FOOTBALL
Advertiser/Client: PEPSICO/CARLSBERG
Product/Service: PEPSI
Entrant Company: ÅKESTAM HOLST Stockholm, SWEDEN
DM/Advertising Agency: ÅKESTAM HOLST Stockholm, SWEDEN

Creative Director: Martin Cedergren (Åkestam Holst)
Art Director: Björn Kusa (Åkestam Holst)
Copywriter: Patrick Dry (Åkestam Holst)
Digital Producer: Alex Picha (Åkestam Holst)
Account Director: Thomas Gibson (Åkestam Holst)
Account Executive: Kjell Månsson (Åkestam Holst)
Production Company: (Society 46)
3D Sound Production: (The Line)
3D Camera Technology: (Tracab)

Brief Explanation
Challenge & Objectives:
Pepsi decided to take a large chunk of their marketing budget (intended for a super bowl ad) and instead fund new ideas that have a positive impact on various communities. It's called the Pepsi Refresh Project. As this was launched worldwide, Pepsi wanted to make the initiative more widely known in Sweden.

Strategy & Execution:
In order to break through the clutter, we used a ‘show not tell’ approach. We used technology to create branded content that would both get the public’s attention and have a real impact for young people who are visually impaired.

We created 'The Sound of Football' to give them a better football experience and take the first step towards creating new aides where technology can be used to 'see with sound'.
As a first test, we arranged a football match between a team of visually impaired players and a team of former professional footballers. How they would perform under equal conditions in a match where no one can see?
Everything was filmed and documented on our website, and then spread online to journalists, influential bloggers and, of course, the visually impaired community itself.

Results:
• 525,000 hits on Google (0 before campaign start)

• Exclusive 30 min documentary aired on Discovery Network worldwide (+100 countries)

• +5000 articles worldwide (including Fast Company, Wired, Business Insider, Engadget and Contagious)

• +30,000 tweets and shares reaching over 100 million followers in total.

• Most shared viral on Viral Video Chart and most seen beverage spot all time, in Sweden.