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YES. PEPSI.
Coca-Cola had owned optimism for years. Pepsi wanted to enter that territory without sounding like Coca-Cola.
The way in was hidden in the name: Pepsi has “sí”, Spanish for yes, inside it.
That turned optimism into something Pepsi could actually do rather than just talk about: say yes.
We gave the idea a face: a dog that agreed with everything just by nodding.
What could have been a simple promotion became an iconic Pepsi TVC.
Then we took it to the Obelisk, right across from Coca-Cola’s historic LED screen.
We installed the world’s largest moving dog head, lifted into place with two cranes.
Next to all those pixels and all that energy, our dog just nodded yes.
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