Pulze

Challenge

Help a late entrant into the category compete with much bigger, more established brands.

Insight

Global campaigns often look global in the worst possible way: polished, generic and not really from anywhere. If we wanted Pulze to feel different, we needed to get much closer to the places and people we were talking to.

Creative

So rather than creating one global campaign and translating it, we went local. We shot across 11 cities in five countries, using local talent and recognisable neighbourhood locations to give each market something that genuinely felt like it belonged there.

Results

It gave a challenger brand a way to compete without trying to outspend the category leaders: be more relevant instead.

Role

Concept, Pitch, Art Direction