Pepsi platforms like sports (especially football) and music have been key drivers of our pop-culture brand, helping us remanin cool and current. Pepsi has been known to tie up with the biggest music stars and integrate the brand in an array of talent shows from X Factor to the The Voice and Arabs Got Talent to Arab Idol. However, in the past few years, competition started playing catch-up posing a threat to Pepsi’s long-established music platform. Seeing that Pepsi was losing association with music and consequently our largest driver of consumption; our objectives we’re both business & attitudinal in nature. By the end of 2015, KPIs of “Is a Brand Associated with Music” and “Associated with Celebrities you Like” were at their lowest. Through this campaign, our brand objective was to strengthen the brand’s equity & increase "word of mouth", "buzz" & "Positive recommendation" among Egyptian youth.

The film is a music video which is a visual representation of all the unique sounds that come straight out of Egyptian streets. It is highly stylized, Using a mix of captured footage & graphics - in the film , the pop-culture side of Egypt is uniquely revealed - while we see free-stylers & street-artists, we also see the very core of Egyptian street icons - street cats, sirens, Cairo traffic, open-ping-pong games, the iconic Egyptian cotton candy man, and more. The video is edited using a mix of graffiti, and Egypt's youth favorite use of communication - emojis; giving the music video a funky-edge, not commonly seen by brands like Pepsi.

The execution of this content followed the creative strategy of having the consumer-generated feel. Just like the music was made by the people, for the music video we went down the streets and took organic footage of the source of the sounds. We gave people a month to send us different sounds from around Egypt, and used it to create a grungy, funky music video that was just as unique as the piece of music. We waited to release the piece at it's peak time, the summer - when new fresh music is sought after. We also premiered it at the summer opening of Egypt's biggest beach club. Because the campaign was originated on a digital platform, the home the music video, also had to live on digital - where we posted it on Pepsi social media channels, and on Hassan El Shafei's (the famous composer's) Youtube page.