We were asked to deliver a bold, attention-grabbing campaign
and activation that transforms PNC’s “Brilliantly Boring” brand
into a cultural conversation piece at the 2026 NFL Draft.
To see the full deck, click here.
Introducing Drafts Between Drafts: a 3-day pop-up brewery where
football fanatics and draft enthusiasts from around the country can
gather to try local craft beers and play draft-related trivia and games.
Day one, we’re serving up a flight of 7 local beers served in
PNC-branded glassware, with labels hidden until guests
complete their tasting scorecard.
That’s right. Once you’ve selected your #1 Draft Pick, participants will receive a free branded hat and jersey to rep around Pittsburgh as they continue on their draft journey.
A photo-op moment modeled after the iconic NFL Draft
Green Room Mirror Shot using hats from our selected
breweries to “draft” participants.
Fans can scroll, explore, and lock in their favorite draft pick through the app.
Day two, we’re bringing the heat with some trivia. If Draft Nerds truly believe they’re “a better GM than half the league,”
why not give them the chance to prove themselves?
We’ll also break the ice with custom coaster conversations
both inside and around the bar.
Those tuning in from afar will also have the
opportunity to win PNC + brewery branded
merch by answering virtual trivia.
On Day 3, the taproom wants fans to sit back and enjoy the music.
A live concert will take place with additional entertainment. Day 3
is slower and less hectic than the previous days, and the remaining
fans are the true die-hard Draft Nerds.
We’re launching a PNC Digital Draft app, which will be the
space for all things taproom related including trivia, merch,
and voting once the activation goes live.
THE TEAM
Agency: Arnold Worldwide
Art Directors: Sophia Groen, Gloria Huang
Copywriter: Summer Brainin
Producer: Owen Egan
Strategist: Sofia Bernitt
Media: Aprajita Kishor, Libby Camardella, Hamilton Swartwood
Marketing & Management: Analise Bruno, Nolan Feyler