Challenge & ObjectivesPepsi decided to take a large chunk out of their marketing budget and instead fund new ideas that have a positive impact on various communities. This became known as the Pepsi Refresh Project. When Pepsi launched the project worldwide, we were asked to promote it in Sweden.Strategy and ExecutionIn order to break through the clutter, we used a ‘show not tell’ approach. We used technology to create something that could 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 the 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 documented on our website and spread online to journalists, influential bloggers and, of course, the visually impaired community itself.Result• 525,000 hits on Google (0 before campaign start)• Exclusive 30-minute documentary aired on Discovery Network worldwide (+100 countries)• +5,000 articles worldwide (including Fast Company, Wired, Business Insider, Engadget and Contagious)• +30.000 tweets and shares reaching over 100m followers in total.

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

We created 'The Sound of Football' to give the visually impaired 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 from the match and the story to the technology was documented on our website and spread online to journalists, influential bloggers and, of course, the visually impaired community itself.

• 525,000 hits on Google (0 before campaign start)• Exclusive 30 minute documentary aired on Discovery Network worldwide (+100 countries)• +5,000 articles worldwide (including Fast Company, Wired, Business Insider, Engadget and Contagious)• +30,000 tweets and shares reaching over 100m followers in total.

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