Pepsi Challenge China
The artistic direction of Pepsi Challenge China created an aspirational brand experience that connects with Chinese youth. These handcrafted illustrations aimed to inspire youth to challenge themselves to do more and follow the “Live for Now” spirit. Each can was designed to resonate emotionally as a uniquely styled piece of themed art, together creating a collectible series and ultimately a new benchmark in the China market that challenged the category to raise the bar.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The Pepsi Challenge China can dramatized the spirit of the Pepsi challenge campaign in which “Pepsi Ambassadors” issued a series of challenges and rewards in 2015 to encourage the world to dream a little bigger, have more fun, and most importantly: to Live for now. Pepsi Challenge aimed to unleash the deep wealth of talent among China’s young entrepreneurs, designers, athletes, filmmakers, technologists, and musicians, leveraging a boldness that reflects China’s new generation.
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PROJECT DURATION AND LOCATION:
Launched in China, April 2015
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TEAM MEMBERS (2) :
PepsiCo Design & Innovation and Additional Agency: Holmes & Marchant
PepsiCo Design & Innovation