Carefree joy are active, spontaneous, almost weightless moves and moments as they happen everyday in sports. To become an essential part of these moments, we integrated the iconic Pepsi logo quite accidentally in fascinating moves.

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.

Pepsi light gets positioned as the drink for young, passionate athletes. Trend sports like parcours, skateboarding and breakdancing are connected with the brand in a smart way and attract a new class of customers.

Pepsi is sponsor of famous sports stars and sports events. But it also encourages normal sporty people to get the best out of themselves. Therefore we positioned Pepsi light as ideal drink for urban activities.

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.