The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Design

Better With Pepsi

Agency alma DDB / Miami + PepsiCo + OMD + Carbo Films

Client Pepsi

Category

Craft / Photography

Annual ID

OS22_DE050B

About the Work

Pepsi has always been grounded in unapologetic enjoyment, and consumers have always unapologetically enjoyed food. That’s why Pepsi and food unapologetically go together, better than anything else. But for 30+ years, the top U.S. burger chains have served their burgers with Coke, even though burgers go better with Pepsi. To better understand consumers’ actual preferences, Pepsi commissioned third-party blind taste tests and a consumer survey to discover how burgers from Burger King, McDonald’s and Wendy’s paired with different beverages. The results were clear: participants preferred Pepsi over Coke. There is an unspoken cultural truth that was tapped into for the campaign, which is the fact that for 30+ years, the top three U.S. burger chains have denied consumers the opportunity to enjoy their burgers the optimal way (with an ice-cold Pepsi), due to exclusivity deals. #BetterWithPepsi was a proactive campaign that came from this insight. Using origami artist Raya Sader Bujana’s sleight of hand and photographer Marçal Vaquer’s sharp eye, Pepsi unapologetically poked the U.S. burger giants on #NationalBurgerDay by revealing how even when Pepsi isn’t on the menu, it’s still in the picture. Bringing the concept to life through origami, the paper art form was the perfect match to demonstrate the message via the wrappers. Launched on National Burger Day, the photographs were strategically placed outside the headquarters and stores of U.S. burger chains, while also running in The New York Post and across social media. Lauded by the industry as one of the best Pepsi campaigns in the history of the brand, it went on to earn more than 3.6 billion impressions and a 1.1 share swing during the campaign period, making a big impact in a $29B category.

2022 Awards

Total Points: 9

Credits

Agency

Alma DDB / Miami

Client / Brand

PepsiCo

Production Company

Carbo Films

Media Distribution Company

OMD

Chief Creative Officer

Alvar Sunol

Creative Director

Bruno Trad
Daniel Correa

Executive Producer

Jay Rivera

Photographer

Marcal Vaquer

Retoucher

Juary Leocardio

Associate Strategic Planning Director

Paola Villalobos

Creative Chairman & CEO

Luis Miguel Messianu

EVP, Operations & Production

Michelle Headley

Executive Director, Comms Planning & Multicultural

Elayna Tekle

Group Account Director

Meg Valls

Paper Artist

Raya Sader

President & Producer

Javier Carbo

Senior Director Marketing

Jp Bittencourt

SVP, Head of Strategy

Angela Rodriguez

Vice President of Marketing Communications

Emily Thomas

Vice President, Head of Marketing

Todd Kaplan

VP, Head of Production

Yeyo Marquez

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