Pepsi is an international drinks brand that offers great taste and refreshment. It is now one of the leading soft drinks brands in the world. Following the success of the Pepsi Max football campaign and the ‘Oh Africa’ anthem in 2010, Pepsi Max have launched a new global campaign incorporating extensive TV advertisement and an interactive digital app for Facebook, ‘Pepsi VIP Party’.
Accessed via Facebook Connect, the app showcases how much fun you can have with Pepsi, by allowing you to create an occasion to remember through shareable content uploaded via your Facebook page. The VIP Party features world-class football players; three-times ‘World Player of the Year’ Lionel Messi, Didier Drogba, Frank Lampard and Fernando Torres. Joining them, are Pepsi Max’s new signings Jack Wilshere and Sergio ‘Kun’ Agüero.
Adding to this enigmatic campaign is internationally renowned DJ Calvin Harris, who provides the soundtrack for this campaign. Pepsi Max brings together football, music and a digital audience to create quite an event! The app allows every Pepsi fan to become the star of their own party; allowing them to seamlessly pick their best profile picture, choose their top-5 friends to join them on the VIP list, and watch as Calvin Harris spins his new hit single ‘Let’s Go’ feat. Ne-Yo!
Working alongside Freud, Irresistible’s very own director Jonny Grant, Producer Gerogina Cowley and Exec Producer Matt Nelson, have created the ultimate in Very.Important.Person(al) Parties, with a truly tailor-made brand experience.
As far as Director Jonny Grant was concerned, “the idea behind Pepsi VIP was to offer the user a genuinely personalised experience. Stylistically we pushed to make the party as cool and edgy as possible whilst staying within Pepsi's DNA of a good dose of gloss and glamour. Working alongside DOP Kit Fraser, we tried to create a smokey, vibing club scene that could easily exist in East London or Brooklyn with colourful kids, sexy girls and some exclusive beats from Calvin. With a number of inventive personalised elements, we're excited to see just how many people will share their VIP experience with the rest of the world.”
Shot at Shepperton Studios, the Pepsi VIP Party app was filmed on an Alexa supplied by Movietech. This was used to create a party atmosphere, along with lights, which were supplied by Panalux. The Pepsi VIP Party film was then edited and delivered to TVG. Based in LA, they then did the digital build to produce visual impact and turn the film into a Facebook experience.
Irresistible Post’s Nicholas Dunn edited the footage for the app, which consisted of compositing in the footballers individually due to their availability whilst filming, making beauty pass clean-ups, removing markers, adding flares and lasers for the final shot, and retouching / shine-reducing some of the dancers. VFX were created by Irresistible Post, with the overall grade being undertaken by Smoke&Mirrors.
Pepsi’s Facebook app will be available in over 35 countries around the world. This commitment to giving Pepsi fans around the globe, a true immersive experience, builds upon the beverage brand’s legacy in expert digital marketing.
‘Let’s Go’, be the star of your very own Pepsi VIP party here!
Art Director: Steven Blundell
Sound: Grant Covacic