This one, friends. This one is great. Here's an unorthodox campaign for Pepsi, presenting its new Pepsi Access summer promo.

It's an actual subway poster, in which consumers can jack their headphones and directly listen to a 30-second teaser of the latest music hit, along with a short VO inviting them to check out the Pepsi Access website. Wow. Talk about creating a brand experience.

The Pepsi Access promotion invites the consumer to buy Pepsi, get a PIN, and register the PIN on the Pepsi Access website to redeem music downloads, merchandise, and more.

A smashing idea from BBDO Canada.

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