Cannes Lions

You Belong Here

PEPSICO, New York / PEPSICO / 2024

Presentation Image
Supporting Content
1 of 0 items

Overview

Entries

Credits

Overview

Background

Promoting inclusivity and championing those with disabilities is a large part of the PepsiCo Positive campaign. PepsiCo Positive is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. Among the goals of Pep+ are the Positive Value Chain related goals, which includes aiming to build a better workplace and world by advancing human rights and diversity, equity and inclusion (DE&I) for our people, in our business partnerships and our communities.

"You Belong Here"'s ethos and creative vision was based around authentic storytelling and shining a light on Dustin's story. The brief's core objective was to show authenticity in Dustin's daily life as a deaf person, show the struggles he overcame in finding a meaningful and lasting job, and his impact on the Plant's workplace culture.

Idea

The “You Belong Here” Disability Awareness video campaign sought to shed light on the unique journeys of several PepsiCo associates with different abilities, including Dustin. The campaign aimed to highlight the contributions of associates living with disabilities and caregivers in a continuing effort to encourage anyone with a disability to voluntarily self-identify year-round. “The whole initiative of ‘You Belong Here’ is full acceptance of an individual,” says Kevin Fitzpatrick, PepsiCo’s Equal Opportunity Affirmative Action Compliance Director and driving force behind You Belong Here.

The creative approach was to align high-level purpose to ground-level action. The aim is to convey broad messages through a specific lens, and do right by Dustin's brave story. For “You Belong Here”, the creative crew really wanted to showcase the human spirit that’s the engine that drives the DEI initiative and helps create the greatest, most impactful change.

Strategy

Our creative process starts by researching and developing personal stories. We then craft a narrative that will connect with our audience. We conduct pre-interviews that cover both work and non-work situations because life extends beyond "9 to 5". The “You Belong Here” project has evolved over the years; it originally started as a 3-minute explainer video, but has now become a multi-part documentary series that is story-driven, and helps our audience (that mainly includes other Associates, Consumers, Investors and Local Leaders) connect to our subjects on a deeper, more impactful level, and accurately depicts PepsiCo as a force of positive growth and change in the world.

Execution

Sept 2022 - First Contact / original concept

Jan 2023 - Discovery Call - First introductions to Dustin's backstory.

Feb-April 2023 - Pre-interviews with Dustin and related associates, more story-mining and researching, and general pre-production for the shoot. We worked with the production company to map out a longer narrative piece.

April 24-28, 2023 - Shoot Dates in Indianapolis, Indiana. Included shoot days in Dustin's home, the Gatorade facility / offices and around the city.

May 2023 - Dec 2023 - Post Production. This collaborative effort with the production company included dozens of rounds of reviews, revisions and changes to the cut. This was also where the animated subtitles were designed and developed by Graphic Cell.

December 5th 2023: Launch Date

The film was launched in conjunction with International Day of Persons with Disabilities (IDPD), celebrated every year on December 3rd, and later screened at the 2024 Sundance International Film Festival's Brand Storytelling event.

Outcome

Dustin's advocacy being spotlighted through "You Belong Here" is continuing to shift the workplace culture at the Gatorade Plant in Indianapolis, where an additional 3 deaf or hard of hearing associates were hired onto the team as a result of his advocacy. It also raised awareness for PepsiCo's EnAble ERG, which champions inclusion and engagement of people with disabilities and their caregivers, and seeks to promote physical, technological and cultural opportunities.

Sundance Film Festival Screening: "You Belong Here" was then re-screened at the Sundance International Film Festival on January 19th, 2024, where it was received with exceptional praise and critical acclaim. Not only did this allow Dustin to share his impactful story with the Sundance audience, but it allowed the creators of the film to meet distributors and possible future collaborators for future impactful, DEI-focused projects.

Similar Campaigns

12 items

Say It With Pepsi

VMLY&R, Shanghai

Say It With Pepsi

2022, PEPSICO

(opens in a new tab)