Pepsi football

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LOVE IT. LIVE IT. FOOTBALL.

Pepsi has a rich history of celebrating football culture and, in a World Cup year, the brand wanted to do something truly exceptional.

Vault49 partnered with PepsiCo Design & Innovation to bring to life a rich 360-degree campaign connecting art and sport to bring the beautiful game to life – on and off the pitch – with a unique, highly sharable and joy-evoking take on the sport, and a world-class line-up of global footballers.

For iconic players, rising stars, and Pepsi’s collective fans around the world, football is not just a passion, it’s a modus vivendi.

We brought together five world-famous footballers, five street artists, and one of the world’s leading photographers to deliver a new perspective to a World Cup year, and how to Love and Live the game.

Partnering with PepsiCo Design & Innovation, we combined the worlds of art, photography and football into key visuals featuring the all-star global 2018 Pepsi squad: Messi, Marcelo, Dele Alli, Carli Lloyd and Toni Kroos.

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Black and white photography by renowned photographer, Danny Clinch, brought out a raw and candid side to the players and, when set against the energetic artwork, created a rich player narrative that went to the heart of the Love It Live It campaign ethos.

In a year-long process, we collaborated with artists of the same nationality as the footballers, and each artist was asked to interpret a player story through a shared cultural lens. Each of the artists has a different creative approach which uniquely captured the vibrancy and spirit of the players and their home countries.

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Each key visual revealed an unexpected twist on the game andfive of football’s most iconic heroes, and became an invitation to play, bringing fans a whole new way to experience the game they love.

Utilizing the five key visuals across the Pepsi trademark, we created a suite of limited edition player packaging, and an arresting range of content to be featured across point-of-sale, out-of-home, and promotional touch-points.

Throughout history, Pepsi has brought joy to each generation, connecting football fans in a way that has made the brand an icon in pop culture, and we’re extremely proud to have contributed to this narrative.

OUR BLENDED EXPERTISE