Pepsi Light means full taste with almost no calories. So it is a perfect companion for having moments full of carefree joy. We were asked to create a poster campaign that transforms our central Pepsi idea „Live for now“ in iconic moments.

We see fascinating moves of athletes. And they have an unique colour code in their clothing: blue, white and red. So the Pepsi logo appears through the natural wrinkles of the clothes and can be spotted there, where thinness could be measured: in the legs, the belly and the butt.

The iconic moments are shooted where the sports take place, in urban surroundings.