60 YEARS OF IRL MEMORIES

Creative idea

To celebrate 60 years in Romania, Pepsi transformed its anniversary from a celebration of past memories into a platform for creating new ones. Inspired by the belief that the most meaningful memories are made together in real life, the brand used nostalgia as a cultural language to reconnect generations. Through retro collectible cans, a reimagined 2000s anthem, immersive cultural experiences, major music festivals and the comeback of BRAVO Magazine, Pepsi turned iconic symbols of the past into real-life opportunities for people to gather, connect and create new memories together.

Brand name: Pepsi Romania
Advertiser / client: PepsiCo Romania
Product / service: Pepsi
Campaign name: 60 YEARS OF IRL MEMORIES
Agency network: Leo Constellation
Agency: Leo Bucharest
Additional company: OMD
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Agency chief executive officer: Diana Alexa
Chief creative officer: Adriana Boca
Creative director: Cristina Calotă, Mara Sabău & Bianca Muscalu
Art director: Ioana Adamescu & Alexandru Silinescu
Copywriter: Iasmina Voinea & Vladimir Trașă
Client account director: Andreea Cojocariu
Director: Andrei Mîndru
Additional company: Oana Nastase - Integrated Strategy Director Leo Bucharest