Pepsi’s brief to us was very simple.

Position Pepsi at the apex of pop culture and the 'Now', globally for 2013.

So we designed Pepsi Pulse for tablet, mobile and web. Beyond simply collecting content, Pulse is an ecosystem published by Pepsi with deep integration into the music space including franchises like Artist of the week.Featured Artists like Beyonce are also creators – they blog, tweet and create content just like everybody else.

It incorporates a simple responsive design, and runs over 40 markets across the world. It launched with over 180 million impressions in its first week.