Problem
Pepsi needed a static ad to represent and extend their Super Bowl spot, where the Coke polar bear realizes he prefers Pepsi. That moment sets up a strong shift, but without a follow-up, it ends at realization. The brand needed something that carries the story forward and keeps the rivalry active beyond the initial ad.

Idea
The next step was to show the follow-through. The bear doesn’t sit on the decision—he commits to it. A resignation letter gave that shift a clear, recognizable format, turning a character moment into a brand statement while letting Pepsi’s tone come through clean and controlled.

Outcome
A static visual built around a fictional resignation letter from the bear to Coca-Cola. It’s formatted like a real business document, but the copy carries the humour and brand voice. The piece makes the switch to Pepsi feel official, extends the story beyond the Super Bowl ad, and gives the campaign a clear continuation point.