Project Overview
This limited edition Pepsi x MOM HANDWORKS series celebrates PepsiCo’s collaboration with China Women’s Development Foundation’s “MOM HANDWORKS” Cooperative Program.
Organisation
Project Brief
Pepsi and MOM HANDWORKS kicked off their partnership as a part of the 2019 Bring Happiness Home Chinese New Year Campaign. The three can collectible series celebrates Chinese cultural heritage and showcases examples of three different regional embroidery styles.
Project Innovation/Need
As a part of the campaign, Pepsi and CWDF representatives unveiled a ten-meter long embroidery scroll created by nearly one hundred handicraftsmen from six different Chinese provinces. The scroll’s designs, both traditional and modern, reflect a variety of Chinese New Year festival customs across China. PepsiCo also documented the entire manufacturing process and captures the stories of these handicraftsmen behind the scenes, highlighting the rich and profound creativity of the ancient art of embroidery in China.
Design Challenge
This collaboration provides a unique opportunity to promote the efforts of MOM HANDWORKS and showcases Pepsi’s commitment to local relevancy. MOM HANDWORKS Sustainable Development and Innovation Public Welfare Project, launched by China Women's Development Foundation (CWDF) in 2016, aims to carry forward and protect intangible cultural heritage, promote cultural poverty alleviation, and support traditional craftsmanship.
Effectiveness
This collaboration provided a unique opportunity to promote the efforts of MOM HANDWORKS and showcases Pepsi’s commitment to local relevancy, highlighting the rich and profound creativity of the ancient art of embroidery in China.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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