2016 Winners & Shortlists

Creative Execution

The campaign started off with the release of the 360° digital video on social media platforms such as Facebook and YouTube. This was the first time that a brand from the region would use this specific kind of technology, effectively intriguing the public. Being 360° was not an idea that came out of thin air, we wanted people to understand the fact that they can find sounds anywhere and everywhere if they just look around. For people to send their sounds, they would have to download the Pepsi Music app, which was available both on iTunes and Google Play. The developed app included features such as a recorder for the sounds; push notifications for any news regarding the song and a massive library for browsing.

The 360° video was positively received all round, with over 12m hits on Facebook and YouTube. More impressively was how the app fared, especially since it is quite a challenge to get users to download an app, record a sound and send it for approval. The app was downloaded 46,000 times, with 146,300 visits in total in less than one month. Thousands of sounds were sent in, and 373 lucky people had their sounds approved to be part of Hassan El Shafie’s new hit song.

Pepsi has always been highly associated with music platform. But suffice to say, the music scene has changed dramatically. With all that's available online now, the people don't just receive music, they are creators of music. Anyone can become a star now. And that's what people relate to more often than not. Egypt is home of the noisiest cities known to mankind, and because Egyptians have become so accustomed to the noise, they zone out and mute all the chaos. Little do they know that if they just look around, this chaos could be transformed into a symphony. We asked people to send in the most random of sounds they hear every single day using our specially developed app to the region’s most prominent music producer Hassan El Shafie. He would then take the sounds and create a musical masterpiece by the people to be released on his new album.