Global athletes David Luiz, van Persie, Ramos, Agüero, Wilshere and four time player of the year Messi as never seen before in distinctive outdoor advertising campaign inspired by the celebrated Pepsi art program
Dubai, United Arab Emirates: #FUTBOLNOW – Pepsi today reveals its striking out of home advertising campaign with global athletes David Luiz, Robin van Persie, Sergio Ramos, Sergio Agüero, Jack Wilshere and four time player of the year, Leo Messi. Uniting the exciting worlds of photography, street art and sport as part of the brand’s 2014 football program, the outdoor creative builds upon the global art collection unveiled by Pepsi earlier this year, “The Art of Football.”
“The Art of Football” collaboration turns two key locations in Dubai into an outdoor gallery, depicting the athletes in a clash of color, energy and movement to bring to life the beautiful game in a visually powerful, exciting way.
Argentina Captain Leo Messi comments: “This was one of my favorite components of this year’s Pepsi football campaign. It is a really different approach combining photography and street art – especially a street artist from my home country. The artwork is truly a banner of celebration for football and Pepsi on streets around the world.”
Pepsi commissioned world-renowned photographer Danny Clinch to capture stark, black and white imagery of the world’s best footballers. Emerging artistic talent, chosen specifically from the athletes’ hometowns then added an unbridled creative edge, urban rawness, bold color and sense of movement to the portrait. Participating artists include Argentinean street artist Ever, the UK’s professional doodle bomber, Hattie Stewart, Argentinean urban artist, Jaz, Brazilian illustrator and street artist Ricardo AKN, Barcelona, Spain-based visual artist Zosen and Merijn Hos, visual artist from the Netherlands.
“Photographing some of the world’s most rhythmic and energetic individuals in a pure and simple way was a really exciting opportunity. Their individual personalities truly come alive in front of the camera,” said lensman Danny Clinch. “Coupled with the chance to collaborate with these amazing artists and have them integrate their art with mine – and mine with theirs – was so creative and inspiring. This project with Pepsi was a personal must do.”
The 2014 Pepsi football out of home campaign will be seen in urban locations including on one of the world’s largest billboards on Sheikh Zayed Road and Jumeirah Beach Residence in Dubai, United Arab Emirates.
“PepsiCo is thrilled to bring our consumers this exciting campaign, “The Art of Football” and to take it a step further, to the street. There is a natural connection between artists and footballers in their passion and creativity so we were fervent about creating a visual language that brought all of this energy to life by featuring major players in the spirit of now,” said Carla Hassan, Chief Marketing Officer – PepsiCo Middle East & Africa.
Pepsi will continue to bring fans exciting and engaging content throughout the year – from commemorative packaging featuring the global players and a global television commercial to integrations with music, film, digital and interactive experiences – bringing them closer to the game they love.
For more information on Pepsi or “Live For Now” visit www.Pepsi.com.
About PepsiCo:
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com.