Pepsi is giving $1 million to “ideas that move the world forward” through the “Refresh Project.”
Starting June 1, ideas for social change can be submitted at Refresheverything.ca in six categories: health, arts and culture, food and shelter, the planet, neighbourhoods and education. Voting starts July 1, letting Canadians decide what gets backing.
Canada is the second country to launch the global initiative, following the U.S. An evolution of the brand’s “Joy it Forward” platform, the seeding phase launched in April with TV spots in French and English asking Canadians how they would refresh the world. The English version (adapted by Canadian AOR BBDO from the original by U.S. AOR TBWAChiatDay) features a cool little rap ditty that uses split-screen choreography to show that positive change can affect the world. A Quebec-tailored version, by BBDO’s Montreal office, builds on last year’s “Wordplay” spot, with text spinning across brightly coloured backgrounds anchored by the grinning logo.
At the Juno Awards in St. John’s, artists like Jully Black and Hedley stopped by the Pepsi Refresh Cafe to explain, on camera, how they would refresh the world. The footage will be used in an online video and possibly during the voting phase.
“Every story will inspire a different creative execution and we’ll find ways to bring them together in the national campaign, or we’ll bring them to life with a more local feel,”says Dale Hooper, VP marketing, PepsiCo Beverages Canada.