Play is becoming a concept that is re-entering the lives of adults today. So our pop-up concept was to heighten that experience. Working adults today, are married to their work since their mobile devices keep them forever connected. The BLAST G-0 experience, a marketing campaign for the BLAST energy drink (fictitious), aims to distract the customer enough so that they are able to truly ‘play’ like they remember doing as a child – free, without inhibition. The pop-up is fitted with a ball-pit, bubble machine, space themed and LED lights, to name a few elements. All of these are triggers to aspects that we heard out target customer group attribute play to. The signature experience of this pop-up is the moment when the customer presses a big, red, shiny button and it initiated a countdown (launch sequence). This built anticipation in our customer leading up to the zero. At zero there is a blast off (pop) which is accompanied by a confetti shower. There are ‘ground control’ staff on a video to walk the customer through the experience and direct them on their way out into space (exit) once the launch sequence is complete. At the exist they are shown pictures and videos captured by go-pros of them and given the option to have it sent to them as well as the actual energy drink cans.