Pepsi: Brief In A Day (BIAD)

This project was part of D&AD's Brief In A Day (BIAD) challenge at the Ogilvy Sydney office. I teamed up with Rhian Morrison, Alice Linn, Carissa Costa and Hamish Kennelly to create an advertising campaign for Pepsi in less than 8 hours.

At 9 am on the 3rd of August, each individual was given the brief and a new team to work with. We brainstormed and ideated, produced the advertisement, edited the final photos, created OOH mockups and pitched our solutions to the ECDs all in a single day. Together, we tackled the challenge of working to a strict deadline and decided on a simple yet effective solution to meet the brief, grounded in strategy.

BRIEF: Find a way to disrupt mealtime occasions via a social post/poster/OOH that will drive fame for the brand and convince consumers that their meal will be better with Pepsi. The challenge was to create an ad that appealed to Generation Z using the props (fast food) given to us on the day to convince them that ‘food tastes better with Pepsi’.

INSIGHT: Salt & Pepper are universally recognised for their ability to enhance the flavour of food.

IDEA: Let’s make Pepsi as indispensable to your meal as salt & pepper. At the table, Pepsi is a must-have. With these three essentials—salt & pepper & Pepsi—your food is bound to be better.

EXECUTION: SALT & PEPPER & PEPSI

P.S. Our team won a D&AD pencil for this challenge.