Pepsi - The Free Spirited Concert


Campaign: The Free Spirited Concert
Client: PepsiCo
Brand: Pepsi
Submitted by: Graffiti BBDO
Contributing Agency: Tribal Worldwide Romania



In 2016, Pepsi celebrated 50 years since it set foot in Romania. Our challenge was to create a memorable brand experience that would bring to life Pepsi’s local unique territory – its free spirited nature. In order to appeal to our core target of Millennials who switch their cola of choice based on how relatable and aspiration the communication feels.


The campaign strategy was to associate our brand with free-spirited rock band Vama and its lead singer, Tudor Chirilă, known for his outspoken nature and rebel attitude. On a hot July Friday evening, we disrupted what seemed to be a normal concert in Bucharest and challenged the audience to leave any plans behind and flee with us to the seaside capital of liberals – Vama Veche – where the band was to perform some more and watch the sunset on the beach.


Everyone rushed to catch a place in the Pepsi buses, and those who didn’t manage called their driver friends and joined us our caravan to Vama Veche. Moreover, because we broadcasted everything using Facebook Live and Instagram content, Pepsi’s One and a half free spirited concert became an overnight online sensation, #spiritliber being highlighted by Facebook as popular search.


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