Design / Prata

Título: Feel Light
Categoria: A02. Posters
Agência: Sancho BBDO
Anunciante: Pepsico

Sinopse: Vivimos en un mundo en el que los jóvenes cada vez piensan más en su salud y bienestar. La tendencia a dejar de consumir bebidas azucaradas va en aumento. Por eso, nos salimos del territorio tradicional de las bebidas light, porque nos dimos cuenta que nuestra audiencia siempre está en movimiento. Y nuestro logo representa ese movimiento; haciendo un pequeño twist, sus formas podían convertirse en olas de mar, montañas, paracaídas o incluso cometas de windsurf. Entonces, eso fue lo que hicimos: convertimos nuestro logo en una actividad deportiva que no solo invitaba a nuestra audiencia a sentirse light, sino que conectaba con sus gustos y sus actividades deportivas preferidas, donde las curvas que hemos visto y fortalecido por más de 125 años, pasan de lo estético a lo realmente significativo.

Sinopse em inglês: We live in a world in which young people increasingly think more about their health and well-being. The tendency to stop consuming sugary drinks is increasing. Because, we left the traditional territory of light drinks, because we realized that our audience is always on the move. And our logo represents that movement; making a small twist, its shapes could become waves of sea, mountains, parachutes or even windsurfing kites. So, that’s what we did: we turned our logo into a sports activity that not only invited our audience to feel light, but also connected with their tastes and preferred sports activities, where the curves we have seen and strengthened by more than 125 years, they go from the aesthetic to the really significant.

Informações adicionais: We resignify the curves of our logo, which for 125 years have reaffirmed the light spirit of our drink, and we took its curves to another level, turning them into: sea waves, river falls, the depth of a cliff, a mountain of snow and even a parachute. And we did it playing with its curves and integrating a small element in each of the graphics, which will lead us to relate its curves to one of these sports: kayaking, parachuting, freediving, snowboarding and windsurfing.

Informações adicionais em inglês: We resignify the curves of our logo, which for 125 years have reaffirmed the light spirit of our drink, and we took its curves to another level, turning them into: sea waves, river falls, the depth of a cliff, a mountain of snow and even a parachute. And we did it playing with its curves and integrating a small element in each of the graphics, which will lead us to relate its curves to one of these sports: kayaking, parachuting, freediving, snowboarding and windsurfing.

Vicepresidente de Creación: Giovanni Martínez, Hugo Corredor

Director General Creativo: Daniel Álvarez

Director creativo: Fabián López, Juan David Pardo

Copywriter: Camilo Torres Ángel, Kyara Ortega

Director de arte: Juan David Pardo, Tatiana Serpa, Sebastián Hernández H.

Ilustrador: Tatiana Serpa, Juan David Pardo

Director de cuenta: Javier Jiménez, Rodrigo Salazar

Ejecutivo de cuentas: Julián Ortíz, Juliana Ordoñez

Director de marketing: José Luis Silva, Andrés Victoria