Client
7up & Porter Novelli

The Number 7up Bus

Case Study

Background

In November 2014, 7up overhauled their brand identity with their global Feels Good To Be You campaign. Rolling out in more than 140 countries, the multi-channel campaign and rejuvenated visual identity (including new logo design and packaging) built on the brand’s history as well as celebrating people who fit the brand's original and refreshing proposition. The campain (which included 2 global TV commercials and several digital vignettes) didn't use "celebrities", but instead truly original everyday personalities who exemplify the brand - "true originals".

The first of these True Originals was Magda Sayeg, pioneer of yarn-bombing (aka kniffiti, guerrilla knitting, urban knitting) - a type of graffiti or street art that employs colourful displays of knitted or crocheted yarn (rather than paint or chalk) to wrap objects like giant gloves or cosys. For her TV commercial, Magda's knitted creations take over a fountain, benches, trees, bicycles, a guitar and more in a square in Santiago, Chile.

Brief

CUNNING was approached by Porter Novelli to activate a yarn-bombing (knit-bombing) installation in London, working with the inventor of guerrilla knitting Magda Sayeg. The challenge was to find somewhere or something in London that was considered a True Original, that when revealed would be iconic, original and refreshing.

Idea

There is nothing more iconic and original than a red Routmaster bus. It could also take to the streets to brighen the days of Londoners as we headed into the chilly grey winter.

CUNNING then set about the logistics of yarn-bombing an original Routmaster. Working out of Pinewood Studios the process of knitting the bus began. Over 8 days (5 days of preperation and 3 days of knitting) the original 1960s Routemaster was knitted inside and out, from top to bottom - working with Magda and her team was a team of professional riggers and volunteers from both Porter Novelli and CUNNING.

Result

-  Approx 1m views on YouTube
-  2,000 bottles distributed 4 hours
-  Coverage across myriad online publications

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