How do you stop one of Australia’s busiest beaches and disclose one of the biggest announcements in rock history? We transformed an everyday crossing on one of Australia’s busiest beaches into a walk down memory lane to announce Pearl Jam’s first Australian tour in over ten years. Activated via a hacked pedestrian crossing button that played Pearl Jam’s iconic 1991 hit, “Alive”, fans embarked on a rock-and-roll inspired journey down memory lane. Via a QR code at the end of the crossing, fans gained access to Live Nation’s microsite to gain access to early release tickets and a world-first opportunity to listen to Pearl Jam’s new release, “Dark Matter”.