The Brief

To boost fame and conversation around Pepsi and Burna Boy’s Kick Off Show during the 2023 UEFA Champions League Final.

The Strategy

The Kick Off Show has historically sparked genuine cultural conversation when unexpected moments capture music and football fan’s hearts. Remember those Liverpool fans singing Dua Lipa’s One Kiss which has since gone on to be an unofficial club anthem? Well, we needed to orchestrate another - albeit a bit more planned.

The Execution

The on-pitch banter between Kate Scott, Jamie Carragher, Micah Richards and Thierry Henry often become pieces of viral content.

So what happens if we throw the icon that is Burna Boy into the conversation? We worked with CBS to get Burna Boy to surprise the pundits, and give them a little post-show performance of their own live on air. The outcome? A 7-minute segment featured Carragher dancing, Thierry wearing chains, and everyone talking about his performance.