Pepsi‘s Extreme Logo campaign recently the outdoor Epica D’Or at the 2007 Epica Awards. Three print advertisements show the red white and blue Pepsi logo in the context of photographs portraying extreme sports: “Surfer”, “Climber” and “Boarder”.
The Extreme Logo campaign was developed at BBDO Germany, Dusseldorf, by creative directors Veikko Hille, Sebastian Hardieck, Toygar Bazarkaya, art director Michael Plückhahn, copywriter Dietmar Neumann, account managers Heike Flottmann and Annika Lauhöfer, art buyer Birgit Paulat.
Production was done at Stefan Kranefeld Imaging, Düsseldorf.
From the Epica judges:
The ‘Dare for More’ campaign consists of three posters each illustrating sporting activities under extreme conditions; mountain climbing, surfing and snowboarding. In each ad the solitary sportsman is dwarfed by nature to the point of being barely visible at first glance as he ‘dares for more’.
The basic layout of each poster reflects the style and colour scheme of the Pepsi logo: a band of red on the top ( sky or mountain range ) and a band of dark blue on the bottom (sea, cliff face or valley ), with a strong white curve separating these two colours (snow, clouds or ocean spray).
This choice of layout and colours provides strong branding, even from a distance, to the point that the posters are easily recognisable as Pepsi ads even without a pack shot or brand name; just the phrase ‘dare for more’. Additional branding comes from Pepsi’s round red, white and blue logo replacing the letter ‘o’ in the word ‘more’.