7-Up Free, the sugar-free lemon-and-lime fizzy drink owned by PepsiCo, is launching a global campaign featuring people with quirky interests, such as urban knitting. The campaign is called "feels good to be you" and was created by the Brooklyn-based entertainment company Mssng Peces. It comprises two TV spots, several digital films and experiential and social media activity. The first spot in the campaign, which launches in the UK and Ireland today before rolling out across 140 countries, features Magda Sayeg, an urban knitter. In the ad, Sayeg visits a run-down square in Santiago, Chile, with a team of helpers and knits covers for the fountain, benches, trees and even a guitar. It was directed by Tucker Walsh through Mssng Peces. OMD handled the media in the UK.
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