01
BETTER WITH PEPSI | LOGO
Pepsi challenged the dominance of Coca-Cola at major burger chains with this daring campaign that showed various fast feeders' wrappers strategically crumpled - with the help of an origami artist - to form the Pesi logo
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BETTER WITH PEPSI | RUM
#BetterWithPepsi is an unapologetic reminder for cola lovers to always enjoy their favorite food and beverages with what tastes best: Pepsi. The brand has used this platform to demonstrate the cola's perfect matchup with favorite American food like burgers, pizzas and hot dogs, but in 2023, they wanted to shift its marketing focus to a new category - alcohol.
Pepsi wanted to repostiion consumers' take on the classic Rum and Cola. For over 100 years, Rum and Coke has been a stable on cocktail menus, but blind taste tests prove 56% of participants prefer mixing rum with Pepsi compared to Coke. Pepsi wanted to lean into this cultural tension, and ignite a conversation on Rum and Coke vs Rum and Pepsi.
Whether slow sipping to stay cool at the beachside or toasting to friends at the bar, one thing is clear: no matter where you find yourself, Pepsi enhance the taste of rum. After all, Rum is #BetterWithPepsi, and the proof isn't just in the research, it's also in the logos.
Using a professional paper artist, we uncovered the Pepsi logo hidden in plan sight of Captain Morgan and Barcardi logos. Because while Pepsi might not be on the cocktail menu, it's always in the picture.
We placed the provocative images across social media and SEO buys, high-profile print placements including The New York Post and The Atlanta Jorunal, OOH placements on the beaches of Miami, as well as outside popular bars, restaurants and liquor stores in cities across the U.S. We also launched a promotion in partnership with alcohol delivery platform Drizly, offering users who order Rum and Pepsi $0 Delivery or $5 off their order.
The images earned 6.9MM impressions via earned and OOH, while the #BetterWithPepsi promotional code used in our Drizly partnership saw a much higher redemption rate than they have ssem with other promo codes in 2023. Additional, month-over-month sales saw a significant increase during the campaign period.
Captain Morgan even took notice and graciously delivered a life-sized pirate statue to the Pepsi headquarters, letting the brand know they also agree Captain Morgan goes #betterwithpepsi
03
WcDonald's | Anime
Young Miko's latest mark is joining forces with McDonald’s for a one-of-a-kind collaboration with their “WcDonald’s Anime Series” campaign in partnership with the legendary animation house Studio Pierrot and BrandStar studios. This collaboration aligns perfectly with the young artist’s passion for anime, reflected in her stage name, which translates to “daughter of God” in Japanese. “Being inspired by the anime world and getting to be a part of something is super cool to me,” she says. “Anything I do, I look for inspiration in anime, whether it be a visual for a video, a visual for a show, or a sound for a reference in a song. Whenever I am writing a script for a video or sending ideas, it’s filled with anime references.” However, amidst discussions of her artistic inspirations, we couldn’t resist asking about her highly anticipated album release date, which Miko has been teasing on social media. When asked about it, the artist played coy and said, “It’s my best work yet.”
Credits:
Brand: McDonald's
Agency: DDB | Alma
Creative Directors: Mauricio Mutis/Gloria Martinez/Julia Adrilla/Valentina Woll
Executive Producer: Jay Rivera
Production Company: BrandStart Studios
Director: Phillip Montgomery
DOP: Angel Barroeta
VP Producer: Neda Shadbakhsh
Creative Director: Jonathan Paul
Lead VAD Artist - Elias Solar
04
ALMA Launches Short Doc on First 3D-Printed Activist Against Gun Violence
When 17-year-old Joaquin “Guac” Oliver was gunned down at Marjory Stoneman Douglas on Valentine’s Day, his family lost their heart. But it didn’t take long for the close-knit Olivers to turn their loss into a call for action.
With the help of Miami-based ALMA Advertising Agency, the grieving family transformed their son’s murder into a national effort to establish better gun laws -- using the same 3D printing tech churning out guns across the country.
And so, just a few months after the shooting, a life-sized “Guac” stood in Times Square in the clothes he wore the day he died – skinny jeans, T-shirt, a knit hat, cross necklace.
“Change the Ref: 3D Activist” documentary captures the creation of the world’s first 3D-printed activist, precisely modeled on Joaquin Oliver, as he travels from New York to South Africa, and to the steps of Congress in Washington D.C., to highlight the dangers of the lawful online distribution of 3D gun blueprints. With 3D printers, getting a gun can be as easy as downloading it.
“These dangerous devices can be made on demand, can bypass security checkpoints undetected, and have no serial number, thus making the guns untraceable,” explains Manuel Oliver, Joaquin’s father, and founder of the Change the Ref organization bringing the project to life with the help of ALMA and Brooklyn 3D-printing company Voodoo Manufacturing.
Helping young people like Guac get politically active was one of the goals. Using the same tool that prints these firearms, the statue is a life-sized printed replica of Joaquin holding a flower – a touching nod to the bouquet he was holding which was a Valentine’s Day gift for his girlfriend. The statue wears a pin, which can be scanned from any smartphone and leads to a site collecting petition signatures to demand regulation on 3D guns. The activation also encouraged visitors to sign up to vote ahead of the November 6th midterm elections and fight to get rid of over 30 pieces of legislation against gun control.
“Storytelling is the center of all effective campaigns and there are few stories more powerful than this one,” says Alma’s CCO/co-president, Alvar Suñol. “We were so honored to help the Olivers tell Guac’s story and worked hard to be true to him and to all the families fighting this battle.”
Guac and his father Manuel travelled to the Cannes Lions Festival on Friday, June 21st, 2019 where the documentary was featured followed by a Q&A moderated by Alma’s CEO Luis Miguel Messianu.
You can follow the work of Joaquin’s parents, Manuel and Patricia Oliver, through their foundation at ChangeTheRef.org.
Credits:
Agency: DDB | Alma
Creative Directors: Monica Marulanda, Iu La Lueta, Virgilio Flores, Jonathan Garcia, Humberto Maldonado.
Executive Producer: Jay Rivera
05
ABOUT THE WORK
As one of the leading brands in the competitive American beer market, Coors Light differentiates itself by being one of the only brands with a color-changing label that tells you when your brew has reached its perfect temperature— when the mountains on the bottle turn blue, you know your beer is ready to drink.
To celebrate 15 years of Coors Light’s unique packaging, the brand wanted to launch a campaign leaning on its unique product feature— the temperature-indicating label— to remind consumers that Coors Light is the only beer that can truly offer a fool-proof way to achieve the ideal beer drinking experience.
We leaned into a common consumer experience. We’ve all tried chilling our beer too fast— it gets too cold and explodes in your freezer. Timing is of the essence when it’s the difference between enjoying the perfect beer and cleaning up a beer slushie volcano.
The campaign showcases beer bottles after they’ve exploded in a freezer. While taking place in an everyday setting— a home freezer with some frozen food— the images take a dramatic approach, with the exploded bottles and frozen foam twisting into beautiful and often humorous shapes.
To reiterate the benefit of Coors Light, each print also includes two Coors Light bottles– one with gray mountains and another with blue ones– highlighting the change in the temperature-indicator label.
We placed the eerily familiar images in The New York Times (379,380 impressions) and the San Francisco Chronicle (226,860 impressions). Outdoor in Chicago, Pittsburgh and Reno garnered over 88,000 impressions in one day, while the digital billboards in Miami including interactive kiosks and convenience store decals leveraged over 184,000 impressions in one week.