14 May 7UP ‘Feels Good To Be You’ Campaign Features Loux the Vintage Guru
International beverage brand 7UP has embarked on a global brand change that includes a rejuvenated visual identity that consists of a new logo design and packaging. To kick off their brand refresh 7UP has launched the Feels Good To Be You campaign, which aims to celebrate people who are original and refreshing. The multi-channel campaign runs through more than 140 countries building on the brand’s history. It includes two TV spots and sees one of London’s Routemaster buses knitted from top to bottom.
7UP celebrates Namibian designer, trendsetter and auditor Loux the Vintage Guru, following him through the streets of Johannesburg giving viewers a sneak peek into his life, work and his love of vintage clothing in a documentary style video directed by Tom Dumican for Vice UK.
It showcases Loux’s collaboration with a group of stylists and designers called Khumbula, together forming Love is African, as they conduct a fashion shoot which was conceptualised as a way to inspire other African designers through capturing and preserving Africanism and promoting collaborations throughout the continent.