Basic needs
7UP
Our vision of the world changed in the post-pandemic. Everyday things gained so valuable as to become new, basic human needs.
Continuing with the previous brand concept “Let’s Keep What’s Refreshing”, this campaign shows those unforgettable moments that are full of spontaneity and optimism. They are undoubtably also the moments that refresh us as much as an ice cold 7Up.
The success of this campaign lies in the intersection between a genuine product truth and a relevant human truth.
Disciplines
/ RESEARCH
/ BRAND STRATEGY
/ CREATIVE TERRITORY & BIG IDEA
/ CAMPAIGN DEVELOPMENT
/ DIGITAL CONTENT
/ BRAND EXPERIENCE
/ PRODUCTION MANAGEMENT
Collaborators
/ PRIMO
Our vision of the world changed in the post-pandemic. Everyday things gained so valuable as to become new, basic human needs.
AN INVITATION TO REVALUE THE SIMPLE, SMALL THINGS THAT DO US GOOD.
AN INVITATION
TO REVALUE THE
SIMPLE, SMALL
THINGS THAT
DO US GOOD.
7Up
regained leadership
VTR
194 M
IMPRESSIONS.
CLIENT
7UP
MARCH
2022
“WE WANTED TO CREATE A CAMPAIGN THAT PORTRAYS US WITH CHARM AND SIMPLICITY, THOSE UNIQUE FEELINGS THAT OCCUR WHEN WE GET TOGETHER. BECAUSE WHEN WE COME TOGETHER, WE REFRESH OURSELVES. GETTING TOGETHER REFRESHES US AS MUCH AS A 7UP” – MARCELA MAYORGA, SENIOR MARKETING MANAGER OF 7UP LATAM.
CREDITS Advertiser: PepsiCo. Product: 7up! Chief Creative Officer: Ariel Serkin & Rodrigo Grau. Chief Strategy Officer: Mariano Serkin. Executive Creative Director: Mariano Gamba & Rodrigo Greco. Creative Director: Gustavo Botte. Head of Design: Alejandro Stea Head of Art: Diego Correa. Head of Production: Coqui Gimenez Uriburu. Project Manager: Berenice Sotelo. Production House: Primo México. Director: Martín Jalfen. Director of Photography: Phillip Kaminiak. Production Director: Omar Uscanga. Executive Producer: Omar Uscanga. Postproduction Coordination: Daniela Balcázar & Nancy Bravo. Production: Odille Mondragón. Editor: Rocío Pérez. Client: Martin Watson, Ignacio Segade & Belén Ferreccio. Regional Team: Gonzalo Muente, Nicolás López Martí & Marcela Mayorga. Client Producer: Salomon Levy, Melissa Hernandez Vega y Hugo Tenorio Lule.