7UP Be Uptimistic
Our objective was to symbolize the bright taste of 7UP as a moment of UPtimism during these pessimistic times we live in. 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 graphic toolkit inspired by 7UP’s illustrative heritage. These were designed for use throughout the campaign to express the "Be Uptimistic" idea.
The campaign was rolled out via targeted out-of-home advertising across Los Angeles, social media, digital touchpoints, and branded swag.
Matt Denyer, Creative Direction
Andrew Ure, Copywriter
Sam Taylor, Illustration