Pepsi Football

Vault49 partnered with PepsiCo Design & Innovation to celebrate football’s enduring role in popular culture. Drawing on Pepsi’s roots in championing great entertainment, the result is a dynamic 360-degree campaign that takes the musical pulse of a world-class player line-up.

For billions of fans around the world, football is their lifeblood.
But the beautiful game is just the start: off the pitch,
it’s part of a rich global culture where play never stops.

Football and music both ignite passion. Just as our players found their rhythm on the streets and parks of the world, many musical icons first engaged with their local scene through mixtapes and fly-posters. Using that raw, crafted aesthetic, we weaved football and music together as part of the same cultural fabric.

Our campaign revolves around the Global 2021 Pepsi line-up: Messi, Pogba, Van de Sanden and Sancho. Inspired by the players’ individual music tastes, key visuals capture the spirit of the game using the visual language of diverse genres.

Driven by a bold digital-first concept that injects energy and rhythm into the design through motion, these key visuals sit at the heart of a striking 360-degree campaign that spans broadcast idents, social activations, limited-edition player packaging, point-of-sale promotions and many other brand activations.