Pepsi
For the
Love of It
Global Creative Director.
The project
For Pepsi’s global football push under “Pepsi, For the Love of It”, the brand launched limited-edition cans featuring some of the world’s biggest players: Lionel Messi, Paul Pogba, Mohamed Salah, and Raheem Sterling, and turned the packaging into a playable fan experience.
Working at Meta in partnership with the agency, we created a QR-activated AR experience that brought the on-can designs to life as mini, can-sized avatars. Scanning the code on selected cans unlocked a keepie-uppie mini-game: fans interacted with the player on the can by tapping/swiping to keep the ball in the air, chasing a high score that ended the moment they missed and the ball dropped.
The experience was designed for social competition. Prompting players to retry to beat their score or share results to Instagram Stories, turning a simple can into a loop of play, bragging rights, and organic distribution.
Launched in 80+ countries.
