Pepsi MAX in the UK are blowing new life into the "Live for NOW" line, by scaring the bejesus out of random commuters with a interactive bus shelter. Viewed through the "window" of the bus shelter, people could see meteors striking earth, UFO's invading the high street, sudden tentacle abduction and a tiger stalking the pedestrians. That humdrum old commute is suddenly a life-or-death situation, a jolt of energy, a sugar high. CHEERS to that, you brown carbonated sugar-pop. I shall remember to #LiveForNow and maybe eat & drink less crap in case I have to outrun some random high street tentacles. It can totally happen you gais.

Client: Pepsi MAX

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.