010Transforming a Greenhouse
- Client
- PepsiCo
- Industry
- F&B
- Output
- Experiential
PepsiCo was launching IZZE Fusions, a deliberately uncategorizable drink, to a teen audience that rejected labels.
DE-YAN transformed Duggal Greenhouse into Camp IZZE, a full-scale experiential launch with Shawn Mendes headlining, doubling as a fundraising kickoff for the T.J. Martell Foundation. Press coverage and social traction on a campaign built entirely around a generation that tunes out advertising.
- Duggal Greenhouse, NYC
- Venue
- Shawn Mendes, Yara Shahidi, Gaten Matarazzo
- Talent
- T. J. Martell Foundation
- Charity Partner
