The following project consists of two concepts pitched for Pepsi's "Hyped for Halftime" campaign.
In-depth strategies of both are not included, but can be elaborated upon if contacted.
Objective:
Drive Pepsi ROI by creating contagious fun and
excitement that brings casual and avid millennial
NFL fans together and pumped for the Pepsi
Super Bowl XLIX Halftime Show.
First Concept:
Everyday Halftime
The idea driving this campaign was that in today's society it seems everyone is constantly on the hustle -- whether it's on or off the field. People work hard and leave little room to play hard, and as a result they burn out. This campaign addresses the question, What do we do to keep our eye on the ball? by suggesting we take time to celebrate our relentless work ethic. How? By rewarding ourselves with a halftime/halfday celebration... even without a Super Bowl-sized budget!
Make time for the things you love,
and celebrate what makes you unique.
#EverydayHalftime
The following images are presented in a billboard format, meant to be targeted at the everyday commuter. And because there are only mere seconds to leave an impression, a little bit of shock factor had to be introduced. The images were executed by using famous football players doing their own versions of the Everyday Halftime.
Why this works:
- This integrates Pepsi into the idea of taking an Everyday Halftime
- Extends the football season
- It turns everyday into an ownable moment, which remains true to the brand's philisophy
Second Concept:
Peptalk.
A great pep talk is a game changer.
Regardless of the source
it ignites a spark,
a drive,
a hunger.
It doesn't matter who you are or what you do.
On and off the field, everyone can use a pep talk.
The following images again are billboard format, meant to provide words of encouragement to those who are traveling through. There are two approaches, one being humorous and relatable to the viewer, and the other being inspirational by using a series of timeless quotes given by legendary coaches (from all sports).
Why this works:
- Branding of the word "pep"
- Pep talks are an integral part of halftime
- Fan engagement
