7UP committed to everyone’s originality. With out-of-home that said think and drink for yourself.
An out-of-home campaign created for 7UP · boards, street kiosks, taxi tops, a truck and in-store.
The original uncola, with an original-by-definition claim no other soda could make.
An out-of-home campaign built on one thought: when you’re this original, you drink for yourself.
The brief
Tell people we’re all original, starting with the uncola.
The objective of the campaign was to tell people that we’re all original, and when you’re as original as the original uncola, you should always feel free to think (and drink) for yourself.
The streets
Each board turned a follower cliché on its head.
Break rules, make rules. Be your own cult of personality. Screw doing “this” and “that.” Just do your own thing. Stop following and start a following. Four headlines, one voice.
The placement
Kiosks, taxi tops, a billboard, an 18-wheeler, the Walmart aisle.
Every board was shown where original people actually are: on the walk to work, in traffic, on the highway, in the aisle.
