THE BRIEF

PSG had just won the Champions League. Nike needed the streets to feel it.

The challenge was multi-layered: activate simultaneously across two cities, in real time, the moment the final whistle blew while navigating official sponsor restrictions that closed off conventional OOH proximity to both stadiums.

THE APPROACH

HYPERCURATE® led targeting strategy, location curation and on-the-ground execution across Paris and Budapest building two parallel production pipelines designed to fire the instant the result was confirmed.

Every decision was made ahead of time. When the moment came, there was nothing left to plan.

PARIS

Republique was going to be volatile. Permits were never an option.

We identified 21 shutters across the neighbourhood, pre-painted them in PSG base colours in the days prior, and placed 12 artists on standby. The moment the final whistle went, win-reactive stencilled creative was on the streets before the city had finished celebrating.

Speed was the creative. The streets were the canvas.

BUDAPEST

At Puskás Aréna, official sponsor restrictions meant the stadium perimeter was off-limits. We mapped PSG fan egress routes from the south stand and built a guerrilla projection network across 10 key sites, tracking supporters from the stadium through the old town thoroughfares as the night unfolded.

The activation moved with the crowd. It didn't wait for them.

THE RESULT

Two cities activated simultaneously. Win-reactive creative live within minutes of the final whistle. Official sponsor restrictions navigated without compromise to impact.

A second star. On the streets, in real time.

DELIVERABLES

Targeting strategy and market planning across Paris and Budapest. Location scouting and curation in both cities. Production coordination and artist placement. Win-reactive execution framework. Guerrilla projection deployment across 10 Budapest sites. Pre-painted shutter preparation across 21 Paris locations.