Pepsi celebrates Knicks fever with real-time fan-powered OOH campaign

As New York erupts in celebration following the Knicks’ historic Game 4 comeback, Pepsi has transformed that energy into a citywide out-of-home campaign that puts fans at the centre of the story. 

Titled “WE OUTSIDE,” the campaign captures authentic moments of jubilation from Knicks supporters during Games 3 and 4, turning real fan reactions into dynamic creative that now dominates digital billboards across New York City. 

The campaign debuted on high-impact digital screens, including placements around Madison Square Garden, where crowds gathered to celebrate one of the most memorable moments of the Knicks’ playoff run. Rather than relying on players, statistics, or traditional sports advertising tropes, Pepsi chose to spotlight the people who fuel the team’s passion—the fans themselves. 

Images of supporters celebrating in the streets, holding Pepsi cans and embracing the electric atmosphere surrounding the series, were quickly transformed into digital OOH creative and deployed across the city in near real time. The campaign’s central message, “WE OUTSIDE,” reflects the collective excitement that has spilled from arenas and sports bars onto New York’s streets.