Publication: Ad Age
By: Ann-Christine Diaz
Date: June 16, 2022
Pepsi: Better With Pepsi
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 Pepsi logo.
Amy Ferguson, CCO, TBWA\Chiat\Day N.Y.: I’m a sucker when brands get ballsy like that. So subversive! It’s a good argument for simple, iconic visual solutions. Those were all the rage when I was coming out of ad school (a long time ago) but you don’t see them as much anymore. It doesn’t have 6,000 tactics and a full ecosystem but it still worked across print, out-of-home and social. It’s nice to see simplicity resonate.
Dhaval Bhatt, co-founder & CCO, Courage Inc.: So simple. So smart. My vote for the Print and Publishing Grand Prix.