Leveraging the next round of Champions League matches, UEFA partner Pepsi offers fans from all over the world a chance to socially play together with their football idols on TikTok via the #PepsiChallenge.
Kicking off a two-phase campaign, the #PepsiChallenge on TikTok features a series of fun, skill-filled spots which encourage users to duet with their favourite footballers including Lionel Messi, Paul Pogba, Shanice Van De Sanden and Jadon Sancho.
The initiative leverages the TikTok duet feature, the campaign allows users to create new split screen videos: with a pre-existing one on one side of the screen and your own video running in parallel next to it. This way fans can respond to an official brand video with their own one.
Thus Messi passes balls and drinks to Pogba and on to Sancho and to Van De Sanden and users can insert themselves alongside any of these stars and share a moment together by posting their new version with the #PepsiChallenge hashtag.
The campaign, which was created by COPA90 with spots shot by Visionaries director Luc Rëso Janin, was promoted across Pepsi’s Instagram and Twitter channels as well as running on TikTok.
@asliguler # @pepsiglobal ile düet yapın Pepsi’yle heyecan doruklarda!Messi’yle top sektir, ##pepsichallenge ’a katıl, ##futboludoyasıyayaşa
@pepsiglobal Take the ##PepsiChallenge and duet with van de Sanden and Sancho. Bring your best moves, skills and style! And some Pepsi! ##duetwithme ##FYP
@ugurrbayy # @pepsiglobal ile düet yapın ##PepsiChallenge Kim daha iyi, Pogba mı sen mi? ##pepsichallenge 'a katıl, Pogba'yla düet yap! ##futboludoyasıyayaşa
The key members of the creative team included Chief Business Officer Simon Joyce, Client Partner Luke Hyland, Brand Strategy Director Paolo Nieddu and Creative Directors Aaron Lobb and Andy Demianyk.
Production was also handled by Copa90 with Director Luc Janin, Producer Jeremy Cox and Dops by Marcus Autelli (Messi) and Dan Holland (Vds, Sancho & Pogba), plus audio post by Sounds & Sons.
“Spontaneous, authentic fun is what I wanted to come out of these films. These words were key to making this campaign stand out and be memorable, and key to its success and shareability,” explained Director Luc Rëso Janin. “The spots look and feel like genuine moments of fun, full of the players’ personalities, captured by the players themselves. And Pepsi is at the centre of it all,” says Luc. “As raw as these may look, it’s all about the attention to detail that make the films feel authentic.”
Phase two of the campaign will roll out later in the tournament.
Comment:
We like it, but we just can’t help we’ve seen it before in the last 12 months (and more than once) with work such as Mastercard’s UCL #PricelessWave and even Gatorade’s #ReadyToPlayAnything.
The Pepsi campaign follows on from the same football endorsers fronting Pepi Max’s ‘Fizz To Life’ UEFA Champions League activation in mid February.
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