The Drum Awards for Marketing - Extended Deadline

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By John McCarthy, Opinion Editor

April 29, 2015 | 2 min read

Pepsi Max has unveiled its first ever global brand campaign which sets to underline ‘Genius’ in a series of videos and experiences.

The socially-led global campaign was launched with the premiere of 'Drone Football' - the first of the content-led push which sees a group of friends play their weekly five-a-side match in a tech-heavy arena.

Offering a glimpse of the future of football, the pitch was transformed with over 30,000 reactive LED lights installed into the surrounding landscape and a futuristic drone referee who even handed out yellow cards for rough play.

Kristin Patrick, senior vice president and chief marketing officer of PepsiCo global beverage brands, said: “We believe that the most exciting experiences don’t just happen - they’re created. The ‘Genius' campaign will show experiences that are elevated and made more exciting when something unexpected happens.

“In the case of 'Drone Football,' our first TV and digital ad under this new campaign, we’ve taken something that’s already exciting - a pickup game of football among friends - and elevated it by adding in surprising twists, like a drone that delivers a unique football, and light effects that at first surprise the footballers and then make their game even more exciting than it might have been."

Sebastian Micozzi, head of marketing and innovation at PepsiCo, added: “Pepsi Max now accounts for more than half of the brand's value in the UK, an achievement that was down to a rigourous and innovative digital marketing approach.

“We are hugely excited to be a part of the global 'Genius' platform launch - a campaign that we know will build on the success of last year through the creation of exciting digital content that provides consumers with entertaining moments and ingenious new experiences.”

The slot was directed by Scott Lyon and was captured in Barcelona with local players. The series be broadcast both digital and through traditional TV viewing.

Football Pepsi FC Barcelona

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