DEAR MR. PRESIDENT
Pepsi’s "Dear Mr. President" was an interactive digital and print campaign created by advertising agency R/GA to coincide with Barack Obama's inauguration. It invited users to upload webcam videos and write messages directly to the incoming president, fostering a platform for Millennials to express their thoughts. In the second phase of the campaign, a hard bound book and DVD were designed compiling all the UGC wishes into a graphically rich coffee table art book commemorating the campaign.
Role: Art Director
Client: Pepsi
Agency: R/GA
REFRESH EVERYTHING
The initiative served as a key component of Pepsi’s broader "Refresh Everything" cultural movement, tapping into the national spirit of change and optimism.
As an interactive project, the campaign collected user-generated messages and featured them on a centralized digital hub, standing out as one of the early brand-building efforts leveraging the digital momentum of a historic political transition.
