Pepsi’s integrated UEFA marketing campaign “Love it. Live it.” played out across all media during the tournament with the experiential activation being the climax to the project. “Love it. Live it.” featured five superstar football brand ambassadors and their journey from the streets to the stadium.
Our idea for the activation was inspired by the rich cultural heritage of each player as well as the unique culture of football, fueled by competition and camaraderie alike, to connect the audience with the brand in a meaningful way.