Challenge & Objectives:Pepsi decided to take a large chunk of their marketing budget (intended for a super bowl ad) and instead fund new ideas that have a positive impact on various communities. It's called the Pepsi Refresh Project. As this was launched worldwide, Pepsi wanted to make the initiative more widely known in Sweden.Strategy & Execution:In order to break through the clutter, we used a ‘show not tell’ approach. We used technology to create branded content that would both get the public’s attention and have a real impact for young people who are visually impaired.We created 'The Sound of Football' to give them a better football experience and take the first step towards creating new aides where technology can be used to 'see with sound'.As a first test, we arranged a football match between a team of visually impaired players and a team of former professional footballers. How they would perform under equal conditions in a match where no one can see?Everything was filmed and documented on our website, and then spread online to journalists, influential bloggers and, of course, the visually impaired community itself.Results: • 525,000 hits on Google (0 before campaign start)• Exclusive 30 min documentary aired on Discovery Network worldwide (+100 countries)• +5000 articles worldwide (including Fast Company, Wired, Business Insider, Engadget and Contagious)• +30,000 tweets and shares reaching over 100 million followers in total.

• Most shared viral on Viral Video Chart and most seen beverage spot all time, in Sweden.