Heartwork: A Tribute to Unsung Heroes by PepsiCo Design and Innovation

Heartwork Campaign: Celebrating the Tireless Efforts of Community Heroes Amidst a Pandemic

The Heartwork campaign was inspired by a desire to express gratitude to those who have been working behind the scenes during the pandemic. These unseen heroes, from farmers and factory workers to truck drivers, retailers, and deliverymen, have continued their daily jobs with incredible courage. The design for this series employed bright, optimistic colors and heartfelt messaging, transforming each pack of Lays into a celebration of their #HEARTWORK.

What sets the Heartwork campaign apart from other initiatives is the powerful message it carries. The design team at PepsiCo Design and Innovation saw these individuals not just as workers doing their jobs, but as brave men and women performing acts of heartwork. This perspective was the driving force behind the campaign, making it a unique tribute to the strength and resilience of these community heroes.

The Heartwork campaign was a collaborative effort by the PepsiCo Design & Innovation team. The team's dedication to recognizing the efforts of these unsung heroes and their commitment to creating a design that resonates with people worldwide is evident in the success of the campaign.

The campaign's impact and design excellence did not go unnoticed. It was awarded Silver in A' Advertising, Marketing and Communication Design Award in 2021. This prestigious award is given to designs that demonstrate outstanding expertise and innovation, strong technical characteristics, and splendid artistic skill. The Heartwork campaign, with its remarkable level of excellence, certainly fits this description.

In conclusion, the Heartwork campaign by PepsiCo Design and Innovation is more than just a design initiative. It is a heartfelt tribute to the unsung heroes of our communities, a celebration of their tireless efforts, and a testament to the power of design in conveying powerful messages. The campaign's success and recognition are a testament to the team's creativity, innovation, and dedication to making a difference.