Building on its promise to celebrate originality and authenticity, 7UP has launched The Wall of Music in Lebanon, a direct and genuine invitation to look at life with a fresh perspective of positivity.
The Wall of Music was installed in Beirut Souks, depicting painted musical lines over an existing bullet-ridden wall with motion activated sensors that interact and activate with passersby to unleash an uplifting melody of musical notes. Launched to mark the Remembrance Day of the Lebanese Civil War on April 13th, the Wall of Music has spread through the city's downtown an unmistakable positive beat.
With the aid of hidden cameras, 7UP also captured the authenticity of people's interaction with the Wall of Music, and how they embraced the moment, within a documented digital film going viral to spread positivity beyond the realm of a 1st hand connection with the ambient installation.
"With 7up's "Feels good to be you" campaign and through creating the Wall of Music, we wanted to come up with something that would not only bring a smile to everyone, but also serve as a reminder that you can find beauty and originality in everything," said Carla Hassan, Chief Marketing Officer, PepsiCo Middle East & Africa.
"The streets of Beirut are often filled with music and beautiful beats, which is a symbol of joy and happiness. We have created the Wall of Music to empower people, to inspire people, to look at things differently and embrace the music in a real and meaningful way. 7up wants to send a positive feel by beautifying this reality," said Walid Kanaan, Chief Creative Officer of Impact BBDO, Beirut.
The Wall of Music is part of a global 7Up campaign to celebrate a new positioning for PepsiCo's second biggest beverage. Announced in November 2014, "Feels Good to Be You" celebrates everyday people, places, ideas and things around the world which share the same unmistakable authenticity, wit and originality as the brand.
The campaign has already identified two global originals, Magda Sayeg, who is known to beautify the urban landscape with colorful knitting, and Marty Cooper, better known as @Hombre_McSteez, an animator and guerilla cartoonist who brings quirky, imaginative characters to life in the real world. These two global up and coming originals act as beacons of the brand's "Feels Good to Be You" mantra across a variety of mediums - encouraging consumers around our region and the world to be at their natural best as they express their inner flair.
