Civilization Shanghai recreates poignant moments in the lives of young Chinese in 'right here, right now' campaign for Pepsi-Cola

Pepsi.jpgPepsi China's new summer film is an epic production that recreates poignant moments in the lives of Chinese youth since 1981, the year Pepsi-Cola entered China. From the birth of underground rock to the worship of modern pop stars, from traditional romance to gender empowerment, from hedonistic pursuits to public consciousness, from television to movies to online gaming to reality shows to extreme sports and so on.

According to Pepsi's press release, "While our mainstream media strategy was to showcase youth lifestyle moments so as to drive product consumption, we also wanted to create an emotional piece of brand content that spotlights the role Pepsi, both as actor and audience, has played in the iconic moments of the lives of Chinese youth for the past 36 years."

Pepsi 2.jpgPepsi 4.jpgPepsi3.jpg"Most of the moments we featured in our film may seem ordinary to today's audience", says Andrew Lok, co-founder of Civilization Shanghai (Pepsi's agency) and this film's director, "but our characters were young people living through extraordinary times. Growing up in the 80s, 90s and first decade of the 21st century in China meant being exposed to a flood of new experiences as the economy opened up to the world and grew at breakneck speed. And because of the rapid pace of change, every few years felt like a different era, a new generation, each marked by special moments."

The film took more than three months of planning and involved a fortnight of shooting in multiple locations (at times, recreating elaborate period sets) and employed a crew and cast of hundreds. It also featured an original song, with the catchy melody composed by Lok himself.

Released on May 4th, National Youth Day in China, the film garnered over 20 million views in a matter of days and was extensively covered by entertainment and mainstream media, and re-posted by A-list celebrities.

"This is more like a record of where Pepsi has been, is now, and intends to go. Pepsi is a brand about the here and now. So whether it's the past, present or the immediate future, I think the brand believes the young and young at heart of every generation wants to live each moment to its fullest, to completely embrace the now. Plus, it was damn fun to shoot."

Credits -
Creative Directors: Andrew Lok, Alex Xie, Juno Zhang
Writers: Juno Zhang, Andrew Lok
Art Directors: Andrew Lok, Xiao-Peng Zhang
Client Management: Grace Dong, Mars Sheng, Abby Yu
Agency Producer: Ivy Yang
Production Company: NUTS Films
Director: Andrew Lok
Cinematographer: Ke-Nan Qi
Executive Directors: Didi Xu, Ling-Song Yu
Camera Assistants: Wei Pang, Tian He, Ben Nan, Fan Yang
Production Art Directors: Yang-Jun Lin, Bo Tang
Producers: Chao Tong, Di Gao
Editors: Didi Xu, Yin-Jian Lu
SFX: Liang
Music Composer: Andrew Lok
Lyricists: Juno Zhang (Chinese), Andrew Lok (English)
Music Production: Fantasy Music
Client Executives: Lilly Yip, Wendy Zhang, Brian Zhang, Iris Xu

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