7Up kicks off global campaign with urban knitting ad

7Up Free, the sugar free lemon and lime fizzy drink owned by PepsiCo, is launching a global campaign featuring people with quirky interests, like urban knitting.

The campaign is called 'Feels Good to be You' and was created by the Brooklyn-based entertainment company Mssngpeces. It comprises two TV spots, several digital films, as well as experiential and social media executions.

The first spot in the campaign launches in the UK and Ireland today and will then roll out across 140 countries. It features Magda Sayeg, an urban knitter.

In the ad, Sayeg and a team of helpers visit a run-down square in Santiago, Chile, and knit covers for the fountain, pavement, benches, trees and even a guitar.

To back the launch of the first TV ad, 7Up is sending a knitted Routemaster bus out in London.

Kristin Patrick, the global beverage brand senior vice president and chief marketing officer at PepsiCo, said: "7Up believes that everyone is naturally unique and original – and they should be able to bring out their originality to keep the world fresh and diverse.

"There is an amazing correlation between our consumers, our product and our brand. From the exciting new visual identity, to the clear, crisp taste that can only be 7Up, our brand is as unique as the people who drink it.

"And it’s this uniqueness that the new campaign celebrates as 7Up becomes a companion to originals around the world and provides a genuine platform to share their diversity of interests."

The work was created by Mssngpeces and directed by Tucker Walsh through the company.

OMD handled the media in the UK.