In a unique move, BBDO Israel created a contest between the different teams in the office in which they had to develop a low-budget short clip that highlighted Pepsi Max in an entertaining way.

Each clip was uploaded to YouTube and 4 similar Israeli sites. The clip that received the most views within a one-month period won the competition. The team that produced the movie received a trip to New York.

The BBDO Israel team produced 24 short clips which received over 350,000 views from unique users within a one-month period. Within the period that the clips were online, Pepsi Max sales increased.