Pepsi Liter of Light
Pepsi‘s partnership with the My Shelter Foundation Liter of Light project in the Philippines has won Gold for “The New” at the London International Awards. The Isang Litrong Liwanag (A Liter of Light) project, based on research by students from the Massachusetts Institute of Technology (MIT), involved installing solar bottle lights to provide a unique daytime lighting solution for urban poor communities living in homes without natural light sources. Pepsi sponsorship involved the installation of used plastic Pepsi bottles on roofs to refract sunlight into 55W of light. This cuts down electric bills and helps reduce carbon emission. The brand has installed over 20,000 lights through the combination of volunteer action, online donation and direct sponsorship.
Click on the image below to play the Pepsi Bottle Light case study video in YouTube (HD)
To spread the project, Pepsi helped establish a center to train volunteers and educated companies, schools and people on how to create and install lights. A model community, wherein every home is lit by at least 2 bottle bulbs, was established to help take the model across the global Pepsi system.
The project was covered by TedX, BBC and NHK. It received ‘Best of the Best’ at the 2012 Global Pepsi Performance with Purpose Awards and was specially commended at the 2011 World Climate Conference.
The Pepsi Bottle Light project was developed at BBDO Guerrero, Makati City, by chief creative officer/executive creative director and copywriter David Guerrero, group creative director/art director Dale Lopez, copywriters Rachel Teotico and Raymund Sison, art directors Dennis Nierra, Tim Villela and Ley Mababangloob, agency producers Jing Abellera and Ino Magno, account directors Carmella Q. Montilla, Fran Gonzalez, Dalla Sucgang and Denise Gamo, working with Pepsico International brand manager Michael Eric Rosales and marketing director Steve Romasanta, and My Shelter Foundation founder Illac Diaz. The production team included creative technologists Marissa Manaloto and Xerg Aguilar, social media strategist Roshan Nandwani, programmer Dennis Billano, production manager Al Salvador, graphic designer Manny Vailoces, photographers Karel Sevilla, Leo Dino, Joy Aquino and Aids Tecson, technical developer Chico Jabines and editor Ed Santos.