For those that don’t know what they want

Pepsi was looking for a way to get to teens and connect with them and their passions. That is why we tackled a very powerful insight, the fact that the ones who made their passions into something big, were the ones that heard a lot of NO’s.

Starting from this, our idea was simple: what if we can challenge people to tell their amazing stories and transform this NO into a YES. Through a big OOH statement, every lightbulb in this NO has shut down with each story submitted by people, making the statement from a negative one, to a positive one.

The final outcome: Pepsi helped young people to prove that their generation is not lazy, but powerful in every way.