In a new campaign, Pepsi Australia, via Special, is calling on Australians to reject the norm and embrace being an individual.
The 60-second film, directed by Dave Meyers, unfolds in bland, uniform settings, from a large room with dancers in identical outfits to a series of tennis courts where players move in synchronized patterns.
Pepsi highlights the value of non-conformity and breaking routine in a culture that increasingly leans toward sameness. The brand encourages Australians to stay ‘thirsty for more’ and to embrace those who seek something beyond the ordinary.
Despite the uniform backdrops, each scene showcases real people defying conventions and celebrating their individuality. The music duo Kinder, whose track features in the film, also make an appearance.
It’s interesting that, in the end, the group joins the individuals, and the dancing becomes a collective activity. But doesn’t that just call for even more originality?
Credits
Client: Pepsi Max
Marketing Director Beverages ANZ, Susan Press
Marketing Manager, Tiana Handel
Brand Manager, Maya Birve
Consumer Insights Planner, Judith Myers
Creative Agency: Special
Partners/CEO, Lindsey Evans & Cade Heyde
Partners/CCO, Julian Schreiber & Tom Martin
Partner/CSO, Dave Hartmann
Group Creative Director, Max McKeon
Creative Director, Harry Neville-Towle
Creatives, Alex Antoniou & Julia Spencer
Social Creatives, Heidi Rabbit & Eliza Smith
Head of Creative Services, Katia Billings
Client Service Director, Sasha Firth
Team Lead, Michelle Braslin
Business Director, Maddie Armstrong
Strategy Directors, Will Moore & Heather Morrison
Head of Film & Content Production/EP, Sevda Cemo
Senior Producer, Wendy Gillies
Integrated Producers – Social, Emily Willis, Will Sealey & Steph Wilkinson
Production Coordinator, Ada Tuna
Head of Stills, Nick Lilley
Lead Stills Producer, Di Williams
Design Director, Adam Shear
Finished Artist, John Rivera
Managing Director PR, Alex Bryant
PR Creative Strategy Director, Kate Wilkinson
Media Agency: Trio
Planning Directors, Gilbert Lee & Annkathrin Nohns
Group Digital Director, Josh Hover
Senior Investment Manager, Mikeah Irving
Trading Account Executive, Tasnia Sheikh
Activations Account Director, Agne Staraite
Activations Manager, Rebecca Lai
Activations Executive, George Grigoriou
Activations Assistants, Krisha Shrestha & Temajin Yee
Production Company: Collider
Director, Dave Meyers
Executive Producer, Rachael Ford Davies
Producer, Jane Smith
Post Production: Arc Edit
Editor, Drew Thompson
Executive Producer, Daniel Fry
Producer, Kani Saib
Post Production: Fin Design & Effects
VFX Supervisor, Justin Bromley
Flame Artists, Jesse Meha & Mikey Brown
VFX Producer, Emily Newbould
Post Production: Ethos Studio LA
Colourist, Dante Pasquinelli
Sound Production: Squeak E. Clean
Head of Production, Emma Duncan
Sound Engineer, Squeak E Clean
Music/Talent Procurement: Level Two Music
Music Supervision, Marcus Brooke Smith
Music Track/Talent: Warner Music
Music Track Title – Come Along, Kinder
