CLIENT: PEPSI
Super Bowl weekend is already a game before the game.
Everyone’s chasing tickets, parties, merch, celebrities, and whatever story they’ll pretend not to tell when they get home.
So we gave them one more thing to chase.
For Super Bowl LVIII in Las Vegas, Pepsi created the Big Game Gear Vault: a larger-than-life vault on the Strip where fans could enter codes for a chance to unlock exclusive Pepsi x NFL gear, Super Bowl prizes, and custom kicks by Jake Danklefs of Dank & Co. Part prize drop. Part Vegas spectacle. Part reason to keep coming back.
Because at the Super Bowl, even the giveaways should feel hard to get.
