For the first campaign created by BETC/HAVAS for Pepsico / eQlibri, we created the concept “balance is to enjoy what makes you feel good” and the tagline “ deliciously balanced”. This was the largest marketing investment in a campaign since the brand’s launch and the film shows non-stereotypical women enjoying themselves. The idea is to argument that in a world full of expectations over women, the important thing is to find balance in what makes you feel good, without having to go to extremes.
Another premisse from the film is that it had to represent real women. When choosing the actors, we looked to respect diversity and escape the idea of a perfect woman. Besides the film, the communication was composed by street clocks in São Paulo and digital activations.