In the USA the next official census is set for 2010. But Pepsi decided not to wait for statistics and started its own project Yo Sumo, encouraging the US Latinos to sign up and tell about themselves, their lives, dreams and aspirations. The movement is launched “to give a voice to all Latinos and show the world that we’re not just many, but we have a strong influence on culture in this country, while simultaneously encouraging everyone to do their part”. Bare listing is dull, Pepsi’s documentary is not. “Start to count, and stop being counted”, says the brand.
Pepsi is going to make up a documentary of all the materials uploaded to the website and any of the US can add his or her own story and have a chance to become one of the heroes of the upcoming Yo Sumo film. The stories should be between 140 and 5,000 characters and can feature photos and videos. The deadline for sending the stories is April 23.
The project is created mainly for Latinos, but still the company invites anyone who wants it to participate. The aim of the project is to make a full-length portrait of the world we all live in and show the idea that all people, no matter of what age, origin, social status or sex, have a lot in common. The documentary will be released in the fall of 2010 after filming, editing and post-production.