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Case study / Original music2019
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PEPSI × ZIVERT

“Crazy” became the centre of Pepsi’s anniversary campaign and a standalone music release.

Watch the project
01 / The brief

Create a music project for Pepsi’s 60th anniversary in Russia that could live beyond the advertising campaign.

02 / The approach

Put a song at the heart of the campaign

Together with Zivert, we created the original track “Crazy” and built a music project around it.

03 / What we created

A track and the campaign’s music production

Fancy State managed the artist collaboration and music production for the project.

04 / Where it was used

Video, radio, digital and music platforms

The song was released independently and featured in Pepsi’s anniversary campaign.

Project elements

One idea.
Multiple forms.

  1. 01Original song
  2. 02Artist collaboration
  3. 03Music video
  4. 04Radio
  5. 05Digital campaign
  6. 06Music release
Outcome

A song audiences could enjoy beyond the campaign

The project connected a branded campaign with a standalone artist release.