Harry Styles concert (one of the 5 I’ve been to)

Niall Horan concert

Louis Tomlinson concert

Meeting Louis Tomlinson (highlight of my life)

  • The Ask- Create an expanded media plan for a Super Bowl ad.

    Objective- Leverage father–daughter bonds to deepen Pepsi’s link to music and sports.

  • Katie Dunn (St), Kathleen Firment (St)

  • Furthered social campaign combined with the “Pepsi Ultimate Father Daughter Giveaway” amplifies the 2013 Pepsi ad involving One Direction and Drew Brees.

Since this project was really just an excuse to talk about 1D, I had to show some of my favorite One Direction-related memories.

We wanted to show that this ad is more than it looks on its surface. When you look at the strategy behind it, the concept is genius. Connecting fathers and teen daughters through two topics that they are both passionate about- boy bands and sports. In fact, according to a survey found, sports are one of the largest bonding opportunities for teenage daughters and their fathers.

We rewound to 2013—our teen years—when Instagram was emerging and YouTube ruled social. Both platforms looked vastly different, so we used tools to recreate their 2013 style.

We were inspired by the lip-sync obsession of 2013, like the iconic “Call Me Maybe” collab of every huge celebrity at the time.

We wanted to go out with a bang — so we designed Pepsi's Ultimate Dad-Daughter Getaway Sweepstakes: a 5-day New Orleans trip complete with a Saints game, dinner with Drew Brees, and front row at 1D.

To enter, fans posted their own father-daughter 'Live While We're Young' lip sync, tying the UGC straight back to our YouTube activation.

The itenerary is planned around one week were both One Direction and The New Orleans Saints are in New Orleans.