Pepsi Max with ginseng won’t let you fall asleep. That’s the message in this poster campaign designed for use in universities. The campaign, developed by BBDO Moscow, features subtly altered diagrams from the disciplines of anatomy (Yawn), technical drawing (Pillow) and chemistry (Periodical Table). The campaign won a silver award at the 2010 Epica Awards. The Russian tagline, “Проснись!” is translated in English as “Wake Up!”.
The Wake Up campaign was developed at BBDO Moscow by creative director Mihai Coliban, art directors Max Kitaev and Pavel Ganin, copywriter Victor Sokolov.