What if there was a magic button to RefreshEverything?

How Pepsi's iconic RefreshEverything campaign became the FTW how-to manual for integrated advertising. Back then I was in San Francisco. Founder of Kizmo, when we were working with Pepsi to conceive, execute and deliver one of the first integrated brand campaigns ever. It was a time when bandwidth was low, social was young, and people were sharing share-worthy content. With just 2 weeks to deliver, we had to focus on creative solutions. With a quickness. What if we delivered a content-rich creative strategy without actually having to create content? What if we designed a campaign powered by people? A destination for inspiration, creativity, and opportunity. In 2009. The new Pepsi Generation, refreshing the world in real-time. Pepsi's story of "rethink the past, refresh with the new," struck a chord. More so when they gave us an early look at their upcoming Bob Dylan/Will.I.Am TV spot. Crystal clear, our mission was to refresh every experience that people have with Pepsi. We started with refreshing the "refresh button". A central theme that would be used across all channels. The RefreshEverything button was designed to be placed anywhere to literally refresh every experience—online and off—to become a Pepsi experience. The Results Leveraging Pepsi's own content, with a generous helping of user-generated content, we delivered a first of its' kind campaign that set the bar for Pepsi's digital strategy ever since. A campaign that inspired people to tell powerful, creative stories for Pepsi's content curation team. After launch, Pepsi skipped out on the Super Bowl advertising madness to invest in the RefreshEverything digital story. They asked people to think up ideas that will make the world a better place, delivering $20 million in grant money to fund the winning causes.