2020 Galleries
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Galleries // 2020 Spark:Package // Pepsi x China's People's Daily New Media (GCR)
Pepsi x China's People's Daily New Media (GCR)
Winner - Bronze
Competition: Spark:Package
Designer: PepsiCo Design & Innovation
Design Type: Packaging
Company / Organization / School: PepsiCo, Inc.
Website: http://http://design.pepsico.com
Team Members: Design & Innovation Team
Pepsi joined hands with China’s People’s Daily New Media to introduce and celebrate a new generation of heroes— the global collective of medical staff, workers, volunteers, and delivery persons who have been fighting on the frontlines of the COVID-19 pandemic. As an homage to them, we launched the “Everyday Heroes” campaign, a meaningful tribute expressed through commemorative can designs. Created for the China market, The “Salute Our Heroes: Limited Edition Gift Box” depicts four of these heroes in action with heartrending illustrations across a unique series of cans. A fundamental spirit of love connects these frontline workers. Their clear reverence for human life during an immensely challenging time resonates deeply with the core brand values of Pepsi. Born out of awe and immense appreciation, this limited-edition gift box is a collectible memento of broader cultural significance.
JUDGES COMMENTS:
Pepsi x China's People's Daily New Media Can, Package Design
"It really breaks out of the mold and speaks to its consumer. Powerful."
