Pepsi célèbre l’Art du Football

Pepsi vient d’annoncer le lancement de sa première grande activation dans le cadre de la campagne 2014 dans le football, #FutbolNow, intitulée « Art du Football », unissant photographie, art urbain et sport.

Cette opération de communication de la marque qui n’est pas sponsor de la Coupe du Monde, rappelons-le, présente une collection d’art, capturée par le photographe Danny Clinch, avec la participation de 6 artistes de rue et de quelques uns des meilleurs joueurs du football dans monde, à savoir Leo Messi, Robin van Persie, Jack Wilshere, David Luiz, Sergio Agüero et Sergio Ramos, annoncés le mois dernier comme ambassadeurs monde pour Pepsi.

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Six toiles de 3m x 3m ont été réalisés permettant aux artistes, comme des professionnels du graffiti (Hattie Stewart), des illustrateurs (Ricard AKN) ou des artistes visuels (Zosen, Merijn Hos) – et spécialement choisis pour représenter le dynamisme et l’esprit des pays d’origine des joueurs mondiaux – d’apporter leur patte sur les clichés en laissant libre cours à leur créativité débridée, la crudité du monde urbain, les couleurs vives et le sens du mouvement.

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« Photographier ces joueurs de haut niveau dans la manière la plus pure et la plus simple a été un travail véritablement excitant. Leurs personnalités sont vraiment vivantes devant la caméra » a déclaré Clinch . « Et c’est une vraie chance de collaborer avec ces artistes incroyables et d’intégrer leurs arts au mien et vice versa est une vraie source de créativité et d’inspiration. »

Steve Lazarides, galeriste et pionnier de l’art de rue, qui a, entre autre, fait découvrir au monde le célèbre artiste de rue Banksy, a co-organisé le lancement de cette collection au coeur de Londres dans la nuit du 17 Février. « Utiliser l’art de la rue sur les photos noir et blanc rigide de ces icônes du football crée une image saisissante », a déclaré Lazarides .

La collaboration d’art novatrice est un élément important de la campagne de football Pepsi .
Kristin Patrick, Pepsi directrice générale du marketing chez PepsiCo, a déclaré : « Il y a une connexion instinctive entre les artistes et les footballeurs dans leur énergie, la passion et la créativité – que ce soit sur une toile ou un terrain. Nous avons à cœur de créer un langage visuel qui a l’énergie et le mouvement du football dans des puissantes et uniques pièces d’art mettant en vedette nos joueurs dans l’esprit de l’entreprise. »
En plus de la collection  » Art du Football » , Pepsi continuera d’offrir aux fans du contenu tout au long de l’année : un packaging commémoratif  comportant les ambassadeur mondiaux de Pepsi, ainsi qu’une publicité, intégrant la musique et le cinéma et des activations digitales et interactives.

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2 Rétroliens / Pings

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