Pepsi challenges people worldwide to shine a light on those who live in darkness.
As the first global initiative in its 2015 Pepsi Challenge program, Pepsi has rolled out the Pepsi x Liter of Light “Ignite the Light” Tour, an international journey of art installations created by artists from around the world who will bring attention to communities that lack electricity and basic lighting solutions.
In partnership with the Liter of Light organisation and world-renowned fashion designer Nicola Formichetti, widely known for collaborations with Diesel and Lady Gaga, Pepsi reveals the first “Ignite the Light” installation in Hong Kong.
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The installation opened yesterday at the PMQ Courtyard, where Formichetti’s piece titled “Ao Dress” is a physical example of the symbiotic relationship between light and material.
"It’s important that the fashion and art industries work hand in hand and help each other, as each world now collides. I’m very much inspired by the art world mixing with my fashion angle, so it’s exciting to be able to have a hand in both through the Pepsi x Liter of Light ‘Ignite the Light’ Tour,” said Formichetti.
“For my piece, ‘Ao Dress,’ I was inspired by Mother Nature – the embodiment of renewal, birth and the light of infinite possibility. What could be better than repurposing Pepsi bottles into something that helps people who go without the most basic of human needs, such as electricity and light. Pepsi is literally helping bring people out of the darkness and into the light, and that is something I can stand behind with conviction.”
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Formichetti’s team collaborated with fashion and technology company Studio XO and production company Prettybird to bring his vision to life.
“Through the ‘Ignite the Light’ Tour with Liter of Light, we’re infusing the fun and excitement of the Pepsi Challenge with a focused purpose – helping our consumers around the world achieve their desire to make an impact,” said Kristin Patrick, senior vice president and CMO, PepsiCo Global Beverage Brands.
“Our work with Liter of Light is the connective tissue throughout the Pepsi Challenge program and we’re challenging ourselves, our artist partners and our consumers to draw attention to this vital need. To act and to make a real difference.”
Pepsi Challenge is a call to today’s generations to live life to the fullest and make every moment—big or small—epic. Throughout 2015, Pepsi Challenge unleashes a variety of global and local challenges designed to galvanize consumers to push themselves farther, dream a little bigger and “Live for Now.” Challenges will be issued on Pepsi social channels, PepsiChallenge.com and via global and local ambassadors.
Through the partnership with Liter of Light, Pepsi will bring solar lighting solutions to communities in need while recycling plastic bottles.
Every time consumers around the world use the #PepsiChallenge hash tag on public Instagram, Facebook, Twitter or YouTube profiles, Pepsi will donate $1 to Liter of Light to help bring environmentally-friendly, inexpensive and easy to make lights to those around the world who need it most.
As a global ambassador for the Pepsi Challenge, Formichetti has challenged select artists around the world to take his lit torch and create the next “Ignite the Light” installation. Up to five “Ignite the Light” installations will be unveiled throughout the year around the world. Visit www.PepsiChallenge.com for more information.