2017 Winners & Shortlists

The Campaign

We wanted to honour the 45th National Day in a way that people remembered. So we started with the past. Everyone gets sentimental about times gone by, even if you’re from a generation that wasn’t around at that time. Especially when it comes to iconic design. So we created a limited edition series of can designs, inspired by the 1971 Pepsi can, and its iconic 70s design, and resurrected it for National Day. A design classic with an extra-special meaning: The birth of a nation happened this year too. Our retro Pepsi cans also featured an original design and typography inspired by early 1970s classic design.

Creative Execution

Our designs were inspired by the 1971 Pepsi can, and its iconic 70s design. It was painstakingly recreated so that it was instantly recognisable as a retro Pepsi can, but also fitted seamlessly with the new can shapes of today. The design surrounding the can was borne from weeks of research on early 1970s typography and style.

Indication of how successful the outcome was in the market

Sales grew by 5 per cent. Brand preference up 1 point from the previous month. The design sparked thousands of conversations and posts on social media, and the retro can design was so successful in the UAE that Kuwait and Lebanon requested their own versions for National Day. Impressions: 813,393 Reach (unique users): 673,029. Engagements: 12,859.

Everyone gets sentimental about times gone by, even if you’re from a generation that wasn’t around that decade. Our limited edition series of cans were designed to be coveted and shared socially by a young consumer demographic of all nationalities.