Pepsi × 55 RADAR
Year: 2024
Type: Brand Storytelling / Reality Music Project
Creative Production: Vietcetera
Production: Vietcetera
Producer: Lam Ha
Overview
Pepsi × 55 RADAR is a reality music project created in collaboration with Pepsi, SpaceSpeakers, and Vietcetera, aiming to discover and develop young musical talents across Vietnam.
The project shows how a brand can go beyond traditional advertising and turn its message into something real and relatable, where music becomes the bridge between brands, artists, and audiences.
Client / Partner
Pepsi – the main brand
SpaceSpeakers – representing the young music community
Vietcetera – creative and production partner
Role of Cây Nhỏ
Cây Nhỏ took part as the production and filming coordinator, supporting creative direction throughout the project.
Goals & Challenges
Pepsi × 55 RADAR was created to give young musicians a platform to bring their demos to life with the help of professional artists and producers.
It was also a way for Pepsi to express its brand spirit of “youth, courage, and momentum” through music – a language that speaks directly to the next generation.
Creative Idea & Direction
The idea began with the shared energy between Pepsi and SpaceSpeakers: both are bold, youthful, and fearless in their creativity.
From that insight, the project was shaped into a music reality show that followed young artists’ journeys from their first demo recordings to fully produced songs.
It wasn’t just about creating new music, but about capturing real stories of growth, confidence, and self-discovery.
Production Process
Together with Vietcetera, we reviewed hundreds of demos to find the most promising ones.
Since many participants were songwriters rather than performers, we organized workshops on stage presence, performance, and personal style to help them express their individuality with confidence.
Each episode showed clear transformations — from shy, hesitant performers to young artists who could truly own their music and their voice.
Final Outcome
55 RADAR became more than a show. It grew into a space for creativity and connection, where artists, producers, and the brand shared the same passion for authentic expression.
The program helped young artists find their voice and confidence, while giving audiences a closer look at Vietnam’s rising music talent.
It proved that when a brand invests in real stories, the message lasts longer than any campaign.
Awards & Recognition
The project received strong attention from both the creative community and the media.
It was featured by Vietcetera as: “A reality show paving the way for 10 future hits in Vietnam.”
Good storytelling doesn’t need to be loud. When it’s honest and heartfelt, it naturally finds the right audience.
Lessons & Reflections
From this project, I realized that when a brand truly understands its values and tells stories through real people, creativity becomes the most powerful emotional bridge.
Good storytelling doesn’t need to be loud. When it’s honest and heartfelt, it naturally finds the right audience.
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