APRIL 2010 │ UK
Pepsi Max
ADAGE │ EDITOR’S PICK
Pepsi Max was about maximizing any given moment. Typically they’d offer some experiential prize draw, but we saw an opportunity for consumers to create the experience and turn it into content.
Consumers created a video to pitch their experience, answering how they’d blow a full case of cash on a legendary ‘Max It’ moment. (Kinda like the movie Brewster's Millions.)
The winning pitches made their experience with their own film crew in tow.
Max It.
The target audience of Pepsi Max in the UK are male friendship groups, or “mates” (buddies). It’s about maxing their shared experiences. Friends who embody funny, reckless, original traits are referred to as “a legend.”
Max Soccer
Brief
The brief challenged guys to pitch a legendary, Max It soccer match. Creating a pitch video showing how they’d blow the £50,000 case full of cash prize on their kickabout.
Max Music
Brief
The brief challenged bands to pitch a legendary, music video for a track titled Max It. The winning musicians get a recording studio session at Abbey Road.
Max Film
Brief
The brief challenged budding film makers to pitch a film called Max It. The winners picked up a £30,000 production budget, an opening night screening at Raindance Film Festival and a VIP trip to Cannes Film Festival.
Vote
and Enter
Remember microsites? They were a thing once. Here users could interact with the video to get the brief, watch, vote and upload to enter.
Campus Posters
Put up on board at universities and on college campuses.
The winners Maxed It by playing a soccer kickabout in zero gravity.
The winners recorded their ‘Max It’ track at Abbey Road Studios.
The winners took their short film ‘Max It’ to the premier at the opening night of Raindance Film Festival.
