THE LAST DANCE
As true Colombians, we throw farewell parties for just about anything—whether it’s a coworker leaving their job, a friend heading off on a trip, someone tying the knot, moving apartments, or even just saying goodbye to the year. So, when it came to launching Pepsi’s new look in Colombia, we didn’t settle for the usual “New Image” announcement. Instead, we hosted a farewell party for the outgoing logo, turning outdoor ads into invitations for a massive goodbye celebration that drew over 10,000 registrations. The event took place in Bogotá, headlined by Piso 21, a renowned Colombian band that was also unveiling its new image. During the celebration, we orchestrated a synchronized multimedia launch for Pepsi’s refreshed look—not just in Bogotá, but nationwide—integrating outdoor, TV, digital, and radio, all at the same time.
