In 2024, the Pepsi brand in Uzbekistan was revamped, becoming more dynamic and energetic with a rebranding and new positioning. The agency came to us with a brief whose task was to introduce Pepsi's audience to the brand's updated message and inspire them to want more by asking one question: ‘Why not?’
Problem
Our task was to shoot a video featuring three media personalities from completely different fields: Shohrukh Rakhimov (a seventh-generation ceramist), Nilufar Bakhtiyarova (goalkeeper for the Uzbekistan women's national football team), and DJ King Macarella (musician and experimenter). All three characters had to be shown at the moment when they asked themselves the question ‘Why not?’ and decided on different actions - an experiment in music, a new product design, a sports challenge. And since the heroes are completely different in terms of pace, style, and visual component, our key task was to unite them within the framework of a single video and brand style, while preserving the uniqueness of each.
Solution
We brought in a director from Belarus, Mikhail Brovka, who already had experience working with Pepsi and understood the brand's style and guidelines. We filmed each character in a location that suited them: Shohrukh in his family's ceramics studio, Nilufar on a football pitch, and DJ Macarella in a recording studio. For DJ Macarella, we designed and created the studio's artistic design from scratch to meet the needs of the video and the brand guidelines. We integrated the brand colours into the ceramics studio, as we needed to maintain a balance between the warm tones of the studio itself and the cool colours of the video. We also integrated the brand colours into the football field and emphasised the colours of Nilufar's and her team's clothing. In addition, to unite the three stories, we recorded an original track together with DJ King Macarella, which changed in style and tempo from character to character, but maintained the overall theme of the video. The dynamics of the video editing were also enhanced with CG animation.
Result
The result was a citywide advertising campaign that covered TV, digital, UN and other media, loudly and clearly announcing the brand's updates.
