This is great. To us the Pepsi Refresh campaign in Sweden has seen its ups and downs, but The Sound of Football is eye-opening, creative and selfless brand-building marketing at its best. Pepsi arranged a game of football between people with visual impairments, and ex-professionals - all playing without eyesight with the support of hearing aids that help you "see" with sounds.
Says Åkestam Holst creative director Martin Cedergren in an interview with Fast Company: "We want to show that everyone can realize his or her dreams, even if you happen to be young with a disability."Well played Åkestam Holst!