Pepsi challenges audiences to choose more than ordinary in ‘Thirsty for More’ work via Special

Pepsi Australia, as part of the global ‘Thirsty For More’ platform, have launched its latest brand campaign promoting the enjoyment of choosing more than ordinary via Special.

 

The benefits of non-conformity, breaking basic habits, and doing things differently are clear 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.

Says Susan Press, marketing director beverages, ANZ at Pepsico: “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.”

The 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.

The campaign launched nationwide across digital and social.

CLIENTS: 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/CEO, Lindsey Evans & Cade Heyde
Partners/CCO, 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/EP, 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
Planning Directors, Gilbert Lee & Annkathrin Nohns
Group Digital Director, Josh Hover
Senior Investment Manager, Mikeah Irving
Trading Account Executive, Tasnia Sheikh
Activations Account Director, Agne Staraite
Activations Manager, Rebecca Lai
Activations Executive, George Grigoriou
Activations Assistants, Krisha Shrestha & Temajin Yee

PRODUCTION COMPANY: COLLIDER
Director, Dave Meyers
Executive Producer, Rachael Ford Davies
Producer, Jane Smith

POST PRODUCTION: 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

POST PRODUCTION: ETHOS STUDIO LA
Colourist, Dante Pasquinelli

SOUND PRODUCTION: SQUEAK E. CLEAN
Head of Production, Emma Duncan
Sound Engineer, Squeak E Clean

MUSIC/TALENT PROCUREMENT: LEVEL TWO MUSIC
Music Supervision, Marcus Brooke Smith

MUSIC TRACK/TALENT: WARNER MUSIC
Music Track Title – Come Along, Kinder