2012 Winners & Shortlists

Brief Explanation

Pepsi is a brand that takes pride in empowering youth, one generation after another. The January 25th revolution left Pepsi’s youth generation optimistic, yet lost and disoriented. Pepsi took charge, in an effort aiming to alleviate its youth’s confusion, by directing youth expression to something more powerful and constructive. Having identified the digital platform as the key catalyst in instigating and implementing the revolution, it was clear that the digital platform was now strong enough to achieve and implement any idea. Pepsi called for young Egyptians to share their ideas, by showing them how one idea can spread throughout the nation and shape tomorrow. The execution chosen to communicate the concept was the idea of painting over worn-out walls and old buildings in attempt to improve the surrounding environment and spread positivity across Egypt. Having shown the success of an idea being spread, it was time for young Egyptians to share their expressions and shape their Tomorrow.