While I was a-treadmilling it tonight in the gym, this crafty spot for the Pepsi Refresh project caught my eye.
I know the whole crowdsourced creative bit has been done. But, I think it works really well here. The entire idea of the campaign is crowdsourcing, why not reflect that in the creative? Beautifully done and perfectly appropriate, I think.
For those who don't know, the Pepsi Refresh Project, if I may, is a mostly-digital campaign in which Pepsi's designated Super Bowl 2010 ad dollars were instead siphoned into a fund for community grants. People submitted their ideas to be funded, and the public votes for which ideas are most fund-worthy. It's a genuinely interesting idea, and it's heartwarming to see the crazy amount of participation on the part of the community. I know crowd-sourced campaigns are supposed to be kind of passé, but, I'm not entirely convinced. This project really touches my heart. And, the idea of giving the mass comm premium to the masses is very interesting as well.
Of course, there is a question of ROI - I am curious to know whether Pepsi had the same sales goals for the Refresh campaign that they would have had given a Super Bowl strategy. And naturally, I am dying to know if they hit their goals. Still a work in progress, but if anyone has any info on how this is doing, please share!