7Up Free, the sugar-free soft drink owned by PepsiCo, is launching a global campaign featuring people with quirky interests. Urban knitting, for one.
The campaign is called "Feels Good to be You" and was created by the Brooklyn-based entertainment company Mssngpeces. It comprises two TV spots, several digital videos, as well as experiential and social-media executions.
In the ad, urban knitter Magda Sayeg and a team of helpers visit a run-down square in Santiago, Chile, and knit covers for the fountain, pavement, benches, trees, even a guitar.
To back the launch of the first TV ad in the U.K., 7Up is sending a knitted Routemaster bus out in London.
"7Up believes that everyone is naturally unique and original, and they should be able to bring out their originality to keep the world fresh and diverse," said Kristin Patrick, global beverage brand senior vice president and chief marketing officer at PepsiCo.
"There is an amazing correlation between our consumers, our product and our brand," Patrick said. "From the exciting new visual identity to the clear, crisp taste that can only be 7Up, our brand is as unique as the people who drink it."
The work was created by Mssngpeces and directed by Tucker Walsh through the agency.
This article first appeared on campaignlive.co.uk.