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Ever wondered what it would be like to create your own dish at your favorite restaurant? How about ordering a parmegiana shepherd’s pie or a vegan moqueca sandwich? That’s the idea … read morebehind PEPSI®'s latest campaign, "Your Bites, Your Rights." The brand, part of PepsiCo, tapped into Artificial Intelligence to mix and match ingredients and design brand-new dishes for Pirajá, a Rio-style bar and restaurant in São Paulo.
Tailored to each customer’s taste, the project, created by AMPFY , encourages creative food choices and expands consumption possibilities. Aligned with the brand’s global positioning “Better with”, PEPSI® invites consumers to be daring and discover new culinary experiences. To bring the concept to life, the restaurant menu was replaced with a tablet that allowed users to combine ingredients, using a simple voice command, generating AI-created images. After that, the chef was challenged to bring that image to life.
The campaign extends to social media (Meta and TikTok), supported by brand lovers and influencers like Camila Trianda, Caju, and Mustache.
This is PEPSI®’s first fully meal-focused campaign in Latin America.
read less...Client: PEPSICO
Product: Pepsi
Campaign: Your Meal, Your Rules
Agency: Bakery – Powered by Ampfy
CEO: André Chueri
CCO: Andrea Siqueira
CCO: Fred Siqueira
CBO: Guilherme Brum
CMDO: Sergio Brotto
CSO: Gabriel Borges – GB COO: Douglas Bocalão
Creative Director: Pedro Gouveia
Content Lead: William Ribeiro
Creative Team: Guilherme Lopes, Fernando Ribeiro
Executive Director of Media & Operations: Camila Costa
Planning: Marcella Pappiani, Flavia Rodrigues
Content Strategy: Victoria Bullo Biggi
Account Management: Gabriella Ramalho, Nathalia Ferreira
Operations: Eduardo Sassá and Gláucia Fortes
Project Management: Thaiz Zerbini
Media Director: Bruna Meta
Media Planning: Lucas Costa and Nathalia Ramos
Media Operations: Guilherme Sampaio
RTV Production: Carolina Godoy and Felipe Hohagen
Client Approval: Diego Bastian, Mariana Gomes, Raquel Brandino, Joice Gulman
Film Production:
Production Company: MODERNISTA CREATIVE PRODUCERS
Film Directors: Chico Gomes and Laís Sambugaro
Executive Producers: Marcelo Monteiro and Alexandre Lucas
Account Management: Iara Demartini and Isabela Fakelmann
Creative Direction: Bruna Dutra and Giorgio Bruno
Assistant Director: Beatriz da Cruz
Director of Photography: Vini Bock
Camera Operators: Daniel de Santi (Ceará) and Thiago Eli Ribeiro
Camera Assistants: Cristian Soares da Cruz and Murillo Magalhães Ferreira Araújo
Logger: Thiago Meggiato
Video Assist: Augusto Galvão Cruz
Production Coordinators: Pedro Gomes and Clarice Duo
Head of Production: Gilberto Pereira
Producers: Ana Paula Rodrigues Ribeiro and Fernando Pontes Barbosa
Production Assistants: Heloisa Rolim
Set Assistants: Thiago Massayoshi, Helio Meggiato, Marcelo Barbosa
Electricians: Juarez Rios Santana (Prego), Alexsandro Soares (Lambes), Daniel Siqueira, Jonas Pascini
Grip Crew: Rodrigo Molica, Alvaro dos Santos, Herberth William dos Santos, Matheus Felipe Ribeiro
Post-Production Supervisor: Nathalie Rueda
Post Assistant: Gabriel Carneiro
Editor: Sérgio Dinis
Color Grading: Allan Almeida
Motion & VFX: Anderson Freitas
Finishing: Nathalie Rueda
Audio Production:
Studio: LIQUO ÁUDIO
Music Director: Felipe Engel
Account Manager: Nic Bonnet
Music Production: Thiago Lucas and Vicente Dias Jacomini
AI Technology:
Provider: Webcore Interactive
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