Navajo BBDO supported Pepsi’s new positioning strategy of ‘Max your life’ with the creation of the 4Max campaign. People could play the game 4-on-a-row online during 4 weeks. The best players competed with each other on a live event which took place in Antwerp. A scaffold was built to give the winners the opportunity to play the finals on a lifelike scale with real people dressed like game coins. Navajo dominated the Best of Activation 2008 with Gold from the Advertiser’s Jury & Bronze from the Creative Jury and the Press Award with this case.