7UP Be Uptimistic
Our objective was to symbolize what it means to live an "Uptimistic" life. We achieved this through a campaign direction that emphasized positivity, playfulness, and cheeky moments where people genuinely exude happiness.
In collaboration with illustrator Sam Taylor, we developed a toolkit of graphic badges, which we call "Vibecons." These were designed for use throughout the campaign to express the "Be Uptimistic" idea.
In its first year, the campaign was rolled out via a revamped social media strategy, a refreshed website, targeted out-of-home advertising across Los Angeles, and branded swag.
Matt Denyer, Creative Direction
Andrew Ure, Copywriter
Sam Taylor, Illustration