Pepsi's “Pepsi Light Iconic Moments” advertising campaign has won Gold at the Clio Awards for print, print technique (art direction and photography) and out of home (billboard). The three advertisements in the Pepsi Light Iconic Moments campaign, targeting young urban people, feature a skateboarder, parkour runner and a breakdancer wearing red, white and blue. Their stunning poses convey the lightness of Pepsi Light, and contain within them the Pepsi Light logo. The only text required: “Light”. The central Pepsi motif “Live for now” is conveyed in active, spontaneous, almost weightless moves and moments full of carefree joy.
Advertising Agency: BBDO, Dusseldorf, Germany
Creative Director: Michael Plückhahn
Art Directors: Bernd Rose, Tatjana Fischer-Genin
Photographer: Wolfgang Zac