FCB SHOUT
PepsiCo Malaysia
Pepsi
As mobile devices become a major part of our lives, we find ourselves spending more hours connecting with them than with the people who matter most to us, even during mealtimes where conversations and connections traditionally happen.
As the beverage brand that aims to own mealtimes, Pepsi wants to bring these meal moments back and recover the lost mealtime hours we could have spent connecting with our loved ones. To achieve that, we launched a campaign during Eid al Fitr aka Hari Raya aka the biggest holiday of the nation, which thanks to the festive feast has arguably the biggest mealtimes of the year. Our initiative incentivised Malaysians to connect with their loved ones during mealtimes through the very thing that was disconnecting them in the first place – their mobile devices. When Malaysians log into our special site during Hari Raya mealtimes and leave their phones alone, they will start collecting offline hours. The more hours their mobile devices remained untouched, the higher their chances of winning rewards.To further incentivise Malaysians to build real connections, for every offline hour they have collected, a meal care pack will be donated to underserved communities.
Client: PepsiCo Malaysia
Beverage Marketing Lead: Jennifer Lee
CSD Brand Manager: Elaine Yong
Agency: FCB SHOUT
Co-owner Chief Executive Officer: Shaun Tay
Co-owner Chief Creative Officer: Ong Shi Ping
General Manager: Syahriza Badron
Head of Creative: Tjer Wang
Associate Creative Director: Jonathan Chan
Senior Art Director: Chiu Wai Ming
Designers: Yong Li Ying, Alan Tan
Copywriter: Anndrea Lye
Vernacular Writers: Sal Abdul Malik
Brand Director: Chin Yee Wen
Brand Manager: Ho Sue Leen
Project Manager: Megan Chin
Senior Producer: Amin Taib
Production House: KDCO
Film Director: Saifful Shah
Executive Producer: Fendy Harjoh
Producer: Syamimi Ali
Post Production
Offline Editor: Johnny
Online Artist: Blaze Studio
Colorist: Ahmad Hilmy
Audio House: Crosstown Connection Studios
Technical Development: MAKERZONE
Developers : Mak Kwan Wuey, Shanon Oh Chih Siang
