Pepsi Max launches YouTube channel for unbelievable feats

PepsiCo UK has created 'The Unbelievable Channel' on YouTube, which will be updated weekly with videos of people doing unbelievable things.

The campaign is part of Pepsi’s global "live for now" strategy. The first film features Damien Walters, the YouTube star and parkour performer, attempting to run a loop-the-loop.

Abbot Mead Vickers BBDO created the campaign. The copywriter was Gary Lathwell and the art director was Richard Peretti. Selena Miles directed the film through Little Dot Studios.

The media planning and buying was by OMD UK.

The campaign will extend through other channels, including using user-generated "unbelievable" Vines in a national digital outdoor campaign and a special augmented reality bus shelter on New Oxford St from 10 March.

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