The music territory is one of the fundamental pillars of Pepsi. To break the mold of the typical music festival and to make Pepsi Music more attractive we created The Pepsi Music Underground: The first festival below the city. We used the H line subway in Buenos Aires, where the entrances, platforms, tracks, and stations acted as supporting scenery as well as publicity for the event.To make each guest feel special, and encourage them to share in social media what was happening, BBDO Argentina cr...