PepsiCo "قدّها Campaign"
Three Brands. Three Riyals. One Gesture.
Project Type
Integrated Advertising Campaign / Film / Art Direction / Visual Storytelling
My Role
Creative Development / Art Direction / Visual Storytelling
Client
PepsiCo
Location
Saudi Arabia
Project Overview
PepsiCo introduced a new SAR 3 snack pack size across three of its brands, creating an opportunity to bring different brand personalities together through one memorable campaign.
Our challenge was to make the price relevant to younger Saudi audiences without turning the creative idea into another conventional price advertisement.
The Challenge
Communicating a low price is straightforward, but making it memorable is another challenge.
We needed a simple, culturally relevant idea that could connect three separate snack brands through one recognizable behavior. The campaign also needed to reflect the humor, personalities, and everyday experiences of a younger audience.
The Creative Idea
We found the idea in the familiar way people pick up a chip.
The simple three-finger gesture became a subtle reference to the product’s SAR 3 price point.
Instead of announcing the price throughout the film, we made the gesture part of the characters’ natural behavior and used it as a unifying creative device.
Bringing It to Life
The film was built around recognizable Saudi situations and everyday humor.
We selected rising social media personalities to bring familiarity and personality to the communication. The story incorporated local references, including the neighborhood baqala and recognizable interactions with its shopkeepers.
Each talent’s environment and styling were developed around the distinct personality and colors of the snack brand they represented.
As the film reached its conclusion, the three characters were connected through the shared gesture, leading to the final price reveal.
The result was a campaign that used an everyday human behavior to connect three brands through one idea.
The Work
Brand Environments and Talent
The Final Reveal
Three brands. Three riyals. One gesture.
My Contribution
Creative development, visual storytelling, art direction, and collaboration on the environments and campaign film’s visual execution.