‘We Outside’: Pepsi Takes to the Streets with Knicks Fans

​The Knicks are back on top of the NBA for the first time in over 50 years – and Pepsi has been on the streets celebrating with them.

Created with THE TEAM (formerly Wasserman), the soft drink brands launched ‘We Outside’ during the basketball team’s NBA Championship run, which culminated at the weekend with a 4-1 victory over the San Antonio Spurs.

The city hasn’t stopped partying throughout the finals, with fans flooding the streets around Madison Square Garden and beyond after each win, and so Pepsi sent photographers Shotti NYC and Jack Underwood into the heart of it all to capture some authentic moments for an uplifting OOH campaign.

The work turns photos of actual Knicks fans, captured in real-time during the celebrations, into billboards across New York City, documenting the emotion surrounding the series as it happened.

The streets outside the Knicks’ home venue – and the surrounding areas, like Times Square – have long been a place of communion for the franchise’s fanbase, especially after a big win. Pepsi, which has been served in the Garden for nearly a decade now, activated around this ritual and took to the streets, utilising the candid images of Manhattan revellers to place its iconic circle logo inside their rallying cry.