PepsiCo’s 7UP has launched ‘The Wall of Music’ in Lebanon, a direct and genuine invitation to look at life with a fresh perspective of positivity, building on its promise to celebrate originality and authenticity.

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, said a statement.

Launched to mark the Remembrance Day of the Lebanese Civil War on April 13, the Wall of Music has spread through the city’s downtown an unmistakable positive beat, it said.
   
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 first hand connection with the ambient installation.

Carla Hassan, chief marketing officer, PepsiCo Middle East and Africa, said: “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.


Walid Kanaan, chief creative officer of Impact BBDO, Beirut, said: “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.”


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 last year, ‘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 colourful 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, said the statement.

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, it added. - TradeArabia News Service