Special and Pepsi Australia adds to the global Thirsty For More platform, with a new campaign that champions individuality and invites audiences to choose more than ordinary. The campaign touts the benefits of non-conformity, breaking basic habits, and doing things differently in an increasingly homogenised culture, and Pepsi reminds Australia to be ‘thirsty for more’ and celebrate those striving for more than the conventional, the expected, and the usual.
The campaign film, directed by Dave Meyers, features real, unique Australians who stand out for challenging convention and choosing what brings them enjoyment, including star progressive music talent, Kinder, who also created the music track for the spot.
“Pepsi is not the habitual first choice for a lot of Australians, but we know it’s a flavour that people enjoy once they try it. So we’re encouraging everyone to wake up from autopilot, skip the ordinary choice and put enjoyment first in all they do, especially when choosing their cola,” explained Susan Press, marketing director beverages ANZ at Pepsico.
The campaign is running Australia-wide across digital and social.
Credits
Client: Pepsi Max
Marketing Director Beverages ANZ, Susan Press
Marketing Manager, Tiana Handel
Brand Manager, Maya Birve
Consumer Insights Planner, Judith Myers
Creative Agency: Special
Partners & CEOs: Lindsey Evans & Cade Heyde
Partners & CCOs: Julian Schreiber & Tom Martin
Partner & CSO: Dave Hartmann
Group Creative Director: Max Mckeon
Creative Director: Harry Neville-Towle
Creatives: Alex Antoniou & Julia Spencer Social Creatives, Heidi Rabbit & Eliza Smith
Head of Creative Services: Katia Billings
Client Service Director: Sasha Firth Team Lead, Michelle Braslin
Business Director: Maddie Armstrong
Strategy Directors: Will Moore & Heather Morrison
Head of Film & Content Production & Executive Producer, Sevda Cemo
Senior Producer: Wendy Gillies
Integrated Producers – Social: Emily Willis, Will Sealey & Steph Wilkinson
Production Coordinator: Ada Tuna
Head of Stills: Nick Lilley
Lead Stills Producer: Di Williams
Design Director: Adam Shear
Finished Artist: John Rivera
Managing Director PR: Alex Bryant
PR Creative Strategy Director: Kate Wilkinson
Media Agency: Trio
Production Company: Collider
Director: Dave Meyers
Executive Producer: Rachael Ford Davies
Producer: Jane Smith
Editing: ARC Edit
Editor: Drew Thompson
Executive Producer: Daniel Fry
Producer: Kani Saib
Post Production: Fin Design + Effects
VFX Supervisor, Justin Bromley
Flame Artists: Jesse Meha & Mikey Brown
VFX Producer: Emily Newbould
Grade: Ethos Studio LA
Colourist: Dante Pasquinelli
Sound: Squeak E. Clean Studios
Head of Production: Emma Duncan
Music: Level Two Music
Music Supervision: Marcus Brooke Smith
Music Track & Talent: Warner Music Music
