Background

In 2010, instead of spending $20 million on SuperBowl ads, Pepsi decided to put the money into Pepsi Refresh, a social marketing campaign which solicits the best ideas from consumers and plans to dole out $20 million in grants to good causes and "great ideas" throughout the year.

In February, voting began to determine the best ideas, which received grants ranging between $5,000 and $250,000 each.

Execution

In May, with Apple having released their new mobile advertising platform for the iPhone, iAd, and also by getting a lot of media attention from the Nissan Leaf iAd, we started working on an iAd for Pepsi.

Unfortunately the iAd was postponed and I didn't have a chance to see it completed, but being one of the first few people getting to work with this new platform, and all the possibilities it brought were very exciting.