How do you stand out in the highly competitive market of brown fizzy drinks? Pepsi took a big chunk out of their marketing budget to fund ideas on how to improve your community. This became known as the Pepsi Refresh project.

To promote this in countries like Sweden we used a show don’t tell approach. We created The Sound of Football – an initiative with the potential to revolutionize blind football but also change everyday life for the visually impaired community.

The result was a technology that enables you to see with sound. The documentation of the project was released and quickly spread online. Pepsi definitely stood out.