Created to reconnect festival-going Gen Z audiences after a year of isolation, Coca-Cola Zero Sugar’s Ahhhcade transformed shared play into an immersive social experience built around escapism, nostalgia and reward-driven interaction.

Inspired by the unmistakable feeling of opening an ice-cold Coke, expressed through exaggerated onomatopoeic sounds and retro gaming culture, the activation invited audiences into a high-energy arcade-inspired world of bespoke interactive games, oversized installations and social-first content moments. From giant claw machines and 16-bit inspired gaming experiences to the ‘Video Game Photo Boooohth’, every touchpoint was designed to place audiences at the centre of the action, encouraging participation, competition and connection through gameplay and merch rewards. The experience quickly became one of the most in-demand destinations on site, with queues snaking around the festival throughout the weekend.

Creative Direction across concept ideation, pitch sell-in, visual identity, gaming experience design and production delivery.