Measuring the Impact
Challenge & Objective
As a leader in the world’s food system, agriculture is at the core of PepsiCo’s food and beverage business. With a commitment to tackling the risks and challenges facing the global agricultural landscape today, PepsiCo is addressing these complexities head-on. The RipplEffect team was tasked with telling this story.
Concepted and produced a five-part global educational campaign, demonstrating the challenge women in agriculture face globally through short-form videos created by female videographers local to each region. The videos highlight 5 women facing the crop gap issue in 5 differing markets: Egypt, Turkey, Guatemala, India and the U.S.
- Launched a microsite taking consumers along a journey authentically revealing the core theme of shared circumstances. The site brings to life the issues facing women in agriculture globally, despite differences in culture, lifestyle, and geography.
- Viewers received credit for a Kiva.org micro-loan that could be used to benefit other female entrepreneurs.
- The depth of the content illustrated how women in agriculture not only face the crop gap, but how this “gap” transcends industries to include women in other fields, including the creative arts (video production). The series drove home how brands and consumers alike have the power to invest in women small-scale producers. Thus giving them access to the resources, support, information, skills, and confidence they need to invest in their farms, families and communities…thereby Closing the Gap.
- The campaign was recognized with several accolades, including the 2019 Honorary Award at Cannes Film Festival, Harvey C. Russell Diversity and Inclusion Award, and was nominated Best Global Campaign at the 2019 Shorty Awards.