THE CHALLENGE

For its first year as a sponsor of the Champions League, Pepsi aimed to create a memorable event for the final in Milan, focusing on promoting its Pepsi Max beverage: maximum taste, no sugar.

How can the football experience be brought to life in line with the brand’s mood?

THE EXPERIENCE

Inspired by the communication concept of the Volley 360 commercial, we created the Maximum Football/Maximum Taste experience.

Two key city locations: Duomo and Piazza Castello.

At Duomo, we introduced non-alcoholic mixology using Pepsi products.

At Piazza Castello, during the Champions League Festival, we designed two playing fields for a thrilling competition. Participants had 30 seconds to strike 5 balls randomly dropping from the ceiling and aim them into a goal made of LEDs.

But the challenge didn’t stop there: it extended to friends and supporters, who could interfere with opponents using 10 special effects, such as fog, stadium chants, and blinding lights.

The entire experience, captured by two GoPros, was instantly available for social media sharing.