Festivalize

Pepsi Max needed a way to be present at Europe’s summer music festival tour with a concept and campaign that could play out dynamically across social platforms. And it had to do so without being the official sponsor of any of them.

The idea was to place the brand in that “outsider” space, adopting an attitude that felt even more Pepsi—by connecting with the thousands of young people who, because of the high cost of festivals, couldn’t afford a ticket. From there came the concept “Festivalize”: a way of turning every summer moment into a festival without actually being at one.

From there came the concept “Festivalize”: a way of turning every summer moment into a festival without actually being at one.