Pepsi x The Pitch
Taking Super Bowl culture off-screen and into the middle of Melbourne
Client:
Asahi Beverages
The brief
Australian Venue Co. wanted to own the Super Bowl occasion in Melbourne through a large-scale Pepsi-led activation that could generate visibility, conversation and cultural pull around The Wharf Hotel. The challenge wasn’t simply creating a viewing space, but designing something bold enough to stop people in their tracks and make the venue feel central to the occasion itself.
Our curious spark
Rather than treating the Super Bowl as a themed pub screening, we approached it as a spectacle. The idea became “The Pitch” — a floating viewing experience positioned directly on the Yarra that merged sports atmosphere, large-format branding and social-first visual impact into one unmistakable installation.
Why this campaign mattered
Big sporting moments create temporary shifts in culture. People actively look for places that feel bigger, louder and more immersive than everyday life. The opportunity here was to transform passive viewing into participation — giving Melbourne audiences a reason to leave home, gather together and experience the Super Bowl in a way that felt uniquely Pepsi.
Activating curiosity and creativity
Our curious crew at work
Curious Nation developed the concept and led production delivery across the activation, including renders, layout planning, print and production management, permits, engineering coordination, safety documentation, logistics and live-day support. Australian Venue Co. managed PR, influencers, staffing and hospitality, while Asahi supported branded merchandise and umbrellas.
Proof that curiosity pays off
Strong social interaction
Influencer activity generated a staggering amount of audience engagement, with prolific sharing, comments and interaction across social content throughout the activation.
Multi-day momentum
Running the experience across several days helped build anticipation into the main Super Bowl event while extending content opportunities for creators and venue promotion.
Collaborative delivery achieved
Despite a compressed production timeline, the activation moved from sign-off to live delivery in just four weeks through close collaboration between Curious Nation, AVC and Asahi.
Extensive PR reach
PR activity and campaign amplification helped extend the activation well beyond the live experience, generating widespread brand visibility and additional audience reach across multiple channels.
Lessons in curiosity
People don’t remember branded environments simply because they’re large. They remember the ones that change the feeling of a place. The Pitch worked because it transformed an ordinary stretch of riverside Melbourne into something experiential, social and impossible to miss — proving that when live sport, smart production and strong visual identity align, audiences naturally lean in.
