THE CHALLENGE
Pepsi was for the first time the sponsor of the Champions League in 2016, on this occasion the brand wanted to create a memorable event for the final in Milan, focusing on promoting its Pepsi Max drink: max taste no sugar.
Our challenge was: how to bring the football experience firsthand into the brand's mood?
THE EXPERIENCE
Starting from the communication concept of the Volley 360 commercial, we created the Maximum Football/Maximum Taste experience.
We have chosen wo locations in the centre of Milan: Duomo and Piazza Castello.
In Duomo we proposed a non-alcoholic mixology with Pepsi products.
In Piazza Castello, on the occasion of the Champions League Festival we created two playing fields for a last-gasp challenge. Each participant had only thirty seconds to hit in the air 5 balls that were randomly raining from the ceiling and they had to direct them into a goal made of LEDs.
But it doesn't end there: the challenge also reaches out to friends/supporters who could interfer with the opponent thanks to 10 special effects such as fog, stadium choruses, and dazzling lights. The whole experience, filmed by two Go Pros, was immediately available for social sharing.