PepsiCo Extra Flamin' Hot

Solution

First, we carefully orchestrated a wardrobe malfunction which saw Pussycat Doll, Ashley Roberts sporting underarm sweat patches on the red carpet. Knowing the sweaty shots would be irresistible clickbait for the British tabloid press, we sat and watched as the ‘sweat shame’ coverage began to roll in….

Next, we lent into the huge fashion and beauty trend of ‘dewy skin’ to get everyone talking about it. We announced her as the dewy face of their latest brand campaign alongside research revealing that sweat shaming is a universal problem, sparking national debate. Putting her sweaty pits on a pedestal, we set out on the journey to take Ashley Roberts sweat shame to SWEAT FAME.

Then we teamed up with iconic photographer RANKIN, to capture the imagery for a first of its kind ‘sweating billboard’ which pumped out water as part of a week-long installation.

Ashley captured the moment for her socials, drumming up support from her celebrity mates to deliver a reach of >1M alongside a swathe of media coverage.