60 YEARS OF IRL MEMORIES

Creative idea

For its 60th anniversary in Romania, Pepsi turned nostalgia into a social movement. Instead of deciding itself which iconic memory deserved a comeback, the brand invited consumers to choose. Through social media, influencers and participatory digital content, Pepsi sparked a nationwide conversation around the question: “What nostalgic item should we bring back to life?”. People nominated, debated and voted for the cultural icon they most wanted to see return. The winning choice, BRAVO Magazine, was revived in a special edition, transforming social engagement into real-world impact and proving that memories become more powerful when people help shape them.

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
Agency chief executive officer: Diana Alexa
Chief creative officer: Adriana Pascal
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