In its fourth year as the official NFL vodka sponsor, Smirnoff took over New Orleans with a record-breaking 60-foot tailgate activation for Super Bowl LIX. The scope of work included all environmental signage defining this massive fan experience, from the branding on a 15,000-pound centerpiece truck to food and drink menus serving over 1,000 fans.
Every design element stayed true to the "We Do Game Days" identity, creating a high-energy, immersive environment that supported a performance by Flo Rida and a live podcast with Chris Long. The activation ultimately contributed to a staggering 2.3 billion earned impressions.
Project Scope & Deliverables:
Large-Format Environmental Graphics: Full branding and signage for the 60-foot "Longest Tailgate" centerpiece truck.
Event Wayfinding & Navigation: Comprehensive directional signage for thousands of fans that came through the event.
Point-of-Sale (POS) Design: Custom bar menus and service area signage for all event areas.
*Created with the Highball Agency, Louisville, KY
