Background
For the launch of Expo 2020, Pepsi wanted to make its presence felt during the event through an on-ground, in-purpose, authentic connection with Expo visitors. What better way to achieve this goal than through nationalistic pride which most people are often allured by.
Pepsi created a series of limited-edition cans called "Cans of the World." Each can represented a different Expo 2020 country, with nine countries featured in total: UK, Philippines, USA, Pakistan, UAE, India, Egypt, KSA and China. Each can had its own distinctive illustrative design, celebrating the unique culture of the represented country.
Execution
To raise awareness about these cans we developed nine unique augmented reality (AR) lenses, each offering a different experience linked to the artwork and the country it represented. Along with this, participants could win tickets to Expo 2020, adding an exciting incentive to the campaign.
The campaign ran for two months, during which over 20,000 free tickets to Expo 2020 were given away. A strong social media campaign was also created to further raise awareness, promote the cans, and encourage people to engage with the AR experience for a chance to win tickets.
