Cannes Lions

Feel Light

Sancho BBDO, Bogota / PEPSICO / 2019

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Overview

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Credits

Overview

Background

We live in a country in which young people are becoming increasingly concerned about their health and well-being, and the trend to stop consuming sugary drinks is growing. We left the traditional territory of light drinks because we realized that our audience is always on the move and we wanted to became part of that movement. So, that's what we did: we turned our logo into sports and outdoor activities. With a small twist, the different shapes and lines transformed into waves, mountains, parachutes and even windsurfing kites, inviting our audiences not just to feel light but also connected with their tastes and favorite activities. Our signature shapes, the ones that we have seen and strengthened for more than 125 years, went from something purely aesthetic to become something significant and insightful.

Execution

At first, we realized that the curves of our own logo could mean so much more, we decided to explore, play with it and find different new ways of communicating our spirit light without distorting the logo.

Afterwards, we integrated a new figure that will help us to recreate the new worlds found in our logo: a freediver, a skier, a paraglider, a surfer and a rower, sports figures that invited our consumers to feel light. We made each of them integrate the logo in a natural way, with the same aesthetic, line of illustration and artistic direction.

In the end, we take care of even the smallest detail to maintain our flat design style.

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