If you live in New York or New Jersey, you know that the tri-state area has it's own pace, it's own voice, it's own way of doing things. So when TracyLocke teamed up with Pepsi to create all of the Out-Of-Home for SuperBowl XLVIII, we decided to capture the NY/NJ attitude with creative that brought to life the brand's spontaneous personality and authentic love for the NFL. From Secaucus Junction to Times Square digital billboards, to Penn Station domination, to SoHo wall wraps, buses and cabs - we literally wallpapered the entire route to the Super Bowl by showcasing Pepsi's iconic blue in refreshing, contextually relevant ways that put everyone in a Super Bowl State of Mind