Pepsi / Saudi Arabia, MENA / 2021Film · Social · Design & Packaging
Hay Hal Sot.
Pepsi celebrated Saudi culture through a new song by Hussain Al Jassmi, a film and a cross-media launch.
- Brand
- Pepsi
- Agency
- Face to Face
- Market
- Saudi Arabia, MENA
- Region
- MENA
- Year
- 2021
The challenge
Connect Pepsi with Saudi youth and regional music culture while production faced pandemic restrictions.
The idea
Face to Face built the campaign around 'Hay Hal Sot', composed by Al Jassmi with lyrics by Prince Badr Bin Abdul Mohsin. A film, simultaneous media launch and scannable limited-edition cans extended the music across channels.
Results
- Pepsi and its agency reported more than two million social views in the first week.
- The agency reported 193 media clippings and an estimated reach of more than 198 million.
Case study source: Campaign Middle East Source ↗
Credits
- Brand
- PepsiCo KSA
- Singer and composer
- Hussain Al Jassmi
- Lyricist
- Prince Badr Bin Abdul Mohsin
- Production house
- Joy Films Dubai
- Director
- Blake Farber
- Cinematographer
- Corrado Serri
- Executive producer
- Ali Azarmi
- Producer
- Nima Safari
