THE IDEA
PEPSI wanted the campaign to live beyond the hero film. Working with Messi, Pogba, Ronaldinho and influencers Luva and Kaljit, we created a series of social-first pieces designed to travel across football culture and reach audiences around the world. Alongside the content package, we produced a case film that brought together the story, energy and impact of the campaign.

‍THE APPROACH
We filmed across Italy, France and Morocco over 12 days. In each country, we produced a TikTok with one of the players while also capturing the footage needed for the case film. The creative and graphic treatment was developed alongside the production, ensuring every piece felt connected while working in its own format.
Nothing was treated as a cutdown. Every piece was planned before production began.

‍THE RESULT
The moment the players shared the content, fans got involved.
The four duet posts, shared by Vini Jr., Ronaldinho, Luva and Pogba, generated more than 1.7 million likes and 57,000 saves from verified accounts alone.
And that only tells part of the story, as it doesn't account for the thousands of fans who downloaded the footage and created their own duets.
By the end of the tournament, Pepsi had achieved a 78% share of voice against seven official World Cup sponsors, generated more than 1,600 pieces of top-tier media coverage and held 75% of the conversation around the competition.
Not bad for a brand that wasn't even an official sponsor.
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