Saudi youth is in the mindset of change and progress. PepsiCo partnered up with MISK in Saudi and created an opportunity for Saudi youth to fly to PepsiCo headquarters' in NYC, where they would take a 3 months internship learning at the hands of some of the industry's best talents. The purpose was to inspire Saudi youth who is hungry for opportunities and chances to grow their aspirations and potentials.
PEPSICO Corporate
Internship program
The brief
Inspire Saudi youth to explore their creative potentials and bring art back to life for future generations through the partnership with MiSk foundation. The campaign was designed to invite more young Saudis to join and apply for the following years' programs.
The First step
Phase 3:
Go!
Phase 1:
Ready
Phase 2:
Future
The idea was born out of the purpose of the program and highlight the benefits of the collaboration between MiSk and PepsiCo to the future generations. Buidling on the concept of "Ready, Steady, Go", we named the program Ready.Future.Go. The line speaks the youth’s language and stands true to youngsters who have raw talents and promising capabilities that need guidance and mentoring to be molded and polished to answer on the PwP agenda.
We named the campaign phases similarly...
This phase set the stage for the campaign, and communicate PepsiCo’s new initiative in a way that paves the way for the Launch phase.
This is when we told the journey of the interns and their experiences and excitement through videos and content that are relevant to the youth of Saudi and fun to watch.
This is when we set our interns on their way to success, and invite the new year's group to sign up!
