Full of Soul. Full of Flavor.

Pepsi wanted to connect with the Detroit locals so we created ‘Full of Detroit Soul’, a campaign celebrating the people of Detroit and strengthening Pepsi’s connection to the city. Launching with an OOH campaign, we gave local artists a chance to show what ‘Detroit Soul’ means to them and worked with a local director to help tell their stories. All culminating during Detroit Black Restaurant Week with creative that highlighted Black-owned eateries and content that showed a meaningful surprise for one local restaurant. In the end we poured on the soul and connected with Detroit in an authentic and refreshing way.