Pepsi and Riyadh-based independent agency BigTime Creative Shop transformed football fandom into an entire fictional nation ahead of the FIFA World Cup.
Headlined by David Beckham and featuring Mohamed Salah, Vinícius Júnior, Alexia Putellas, Florian Wirtz, Lauren James, and Gordon Ramsay, Pepsi Football Nation tapped into the emotional irrationality and sense of belonging that define global football culture.
This fictional nation came with its own rules, such as a browser extension that replaces “soccer” with “football” across the entire internet, and a Reddit debate running with digital activations encouraged fans to actively participate in the narrative.
The campaign blurred the lines between entertainment, internet culture, and immersive brand storytelling, earning international recognition.
Campaign Details
Name of Campaign: Pepsi Football Nation
Brand Name: PepsiCo
Lead Agency: BigTime Creative Shop Riyadh
Production Company: Sauvage.TV
Recognitions: WARC Creative Rankings 2026 — #1 Independent Agency in MENA, #4 globally
