Pepsi — Jamin Duncan

1970's Pepsi formula made with natural sugar

Series of pre-roll ads made to run during classic TV shows like M*A*S*H, All in the Family, The Brady Bunch, etc. on HULU

CD: Brett Craig / Joe Shands
AD: Jamin Duncan
CW: John Witting

The Pepsi Refresh Project gave away millions of dollars in grants each month to fund great ideas across the country.

To launch the effort, instead of advertising on the Super Bowl, we created a mini version of the project at the Super Bowl in Miami called the "Super Bowl Pepsi Refresh Project". We teamed up with three NFL Pro Bowlers, Mark Sanchez, Drew Brees and DeMarcus Ware to help tackle three individual Pepsi Refresh Projects of their choice. We shot pictures and video of the athletes talking about their projects which was housed on NFL.com where people could watch the videos and vote on the project they thought could use the most support.

We created events in and around the Super Bowl in Miami, printed materials and banners to get the word out to visit NFL.com to vote.

On the day voting ended, the athlete with the most votes received a $50,000 grant from Pepsi to help fund their project while the other two Pro Bowlers were given $10,000 to put towards theirs.

The winner was announced at the Pespsi Refresh Project Kick-off Party at LIV in Miami the night before the game.

Spoiler: It was Drew Brees.

Pepsi NFL Experience

The NFL Experience is a corporate pop-up amusement park that surrounds the Super Bowl every year the week before the big game. A place where fans and families can participate in brand experiences.

Surprisingly enough, one key part of the NFL Experience was missing: the endzone dance.

We used the opportunity to give fans a chance to do their own Super Bowl shuffle for posterity and, in keeping with Pepsi's mantra, be able to refresh the endzone dance.

People gave us their best endzone dance, which we filmed:

Next, we gave them a card that directed them to refresheverything.com, where they entered a code allowing them to watch their dance and share it.

Over the course of just three days, over 5,000 fans-that's about 185 per hour-did their own Super Bowl Shuffle. And on the last day, a final dance-off judged by Maurice Jones-Drew of the Jacksonville Jaguars helped a woman earn a trip to the Pro Bowl in Hawaii.

CD: Brett Craig / Joe Shands
AD: Jamin Duncan
CW: Greg Collins