PepsiCo · Izze · DE-YAN

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.

Venue

Duggal Greenhouse, NYC

Talent

Shawn Mendes, Yara Shahidi, Gaten Matarazzo

Charity Partner

T. J. Martell Foundation