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‘Less about a moment, more about a movement’ was how Pepsi in North America described The Refresh Project, its $20m corporate social responsibility (CSR) initiative. Breaking with a 23-year tradition, Pepsi didn’t appear in the Super Bowl and instead invested in Refresh to reward the best ideas to improve local communities. Every month in 2010, the Refresh site can receive up to 1,000 suggestions and the best ones are voted for by the US public. Despite not actually advertising, Pepsi was one of the Super Bowl’s most buzzed about brands.
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The 17th edition of the festival will host over 50 speakers and entertainers across 20 sessions in addition to more than 15 masterclasses.
As reported earlier by Campaign India, the pitch had several big-ticket agencies vying for the plum account alongside the incumbent.
The series highlights the bottled water brand’s efforts to encourage conscientious consumption and environmentally sustainable practices, while shedding light on the issue of counterfeit products.
BBDO India earns one of four White Pencils given out this year for making a difference in the industry.