Pepsi, working with BBDO and Proximity Pakistan, is bringing digital pinball cricket to the streets.
The love for cricket run deeps in Pakistan, with many of the professional players starting their journey playing on the streets. In a short period, the youth have stopped playing outside and spend their time online instead, with high speed internet and mobile technology offering a more convenient form of entertainment.
To make cricket relevant again, the brand used advanced 3D Projections and CGI, BBDO and Proximity Pakistan converted a street into a pinball game, with ex-Pakistani cricket captain Shoaib Malik on site to add an extra element to the game. The “ScorePads” were activated using motion sensors and would light up upon touch, essentially turning the surrounding areas into a space full of colour and light.
The video received over 2 million views and nearly 40 million impressions in its first three days, and shared on Facebook over 17,000 times.
Following the success of the video and the positive, encouraging reactions from those who viewed the content online, Pepsi is looking to schedule a tournament in Pakistan to help revive the street Cricket culture, and inspire the youth to get involved in this completely new and exciting format.
Agency: BBDO Proximity & BBDO Pakistan
General Manager: Faisal Durrani
Account Director: Jamayal Tanweer
Creative Group Head: Moiz Khan
Art Director: Shahzaib Hussain
Account Manager: Muhammad Ali
Social Media Analyst: Alize Munir
Production House: Theatrica
Sound: True Brew Records