60 YEARS OF IRL MEMORIES

Creative idea

Pepsi’s creative idea was rooted in a uniquely Romanian cultural truth: some of the country’s strongest collective memories are linked to local cultural icons that shaped entire generations. For its 60th anniversary, Pepsi brought back beloved references from Romania’s recent past, from a reinterpreted hit by one of the country’s most iconic music acts to BRAVO Magazine, a defining youth publication for an entire generation. These memories came to life through cultural exhibitions, community spaces, major music events and a nationwide social activation. By transforming familiar Romanian cultural symbols into contemporary experiences, Pepsi turned the country’s shared past into new memories created together in the present.

Brand name: Pepsi Romania
Advertiser / client: PepsiCo Romania
Product / service: product
Campaign name: 60 YEARS OF IRL MEMORIES
Agency network: Leo Constellation
Agency: Leo Bucharest
Agency chief executive officer: Diana Alexa
Chief creative officer: Adriana Pascan
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