2016 Winners & Shortlists

Brief Explanation

The Lebanese civil war was a multifaceted conflict that lasted for 15 years and affected 4 million people. It ended in 1990, but the past sounds of fear and violence live on. In Lebanon, bullet holes are everywhere. In every city, in every village. They are a constant reminder of how it feels to be at war. 7UP wanted to use the same bullet holes to remind people of how it feels to be at peace. In collaboration with technical engineers, a local musician and the Municipality of Beirut, we transformed bullet holes on a war-torn wall into musical notes to create the 7UP Wall of Music.   Each bullet hole was fitted with a precision motion sensor linked to one of the notes of the joyful 7UP tune. And when people triggered the motion sensor, a note was played. Creating a direct response and interaction with the wall.

Creative Execution

In Lebanon, bullet holes are everywhere. In every city, in every village. They emit the feeling of pain, suffering and violence. The Remembrance Day of the Lebanese civil war is when this emotion reaches its peak. By transforming the same bullet holes into musical notes of the 7UP melody on Remembrance Day, we created a sentiment of peace and hope right from where the conflict zone once was in Lebanon.

Results

• The film was viewed more than 1.5 million times. Lebanon’s population is 4 million. • Featured in over 250 online and mass media channels. • Made 3.6 million impressions worth over USD222,000. • 46% increase in positive word-of-mouth. • 97% positive sentiment across all mentions. • 65% increase in brand buzz. • 47% increase in positive reputation. • The Municipality of Beirut decided to move the Wall of Music to the National War Museum to preserve the sound of peace. Sources: BrandIndex, Asda'a Burson-Marsteller report, Facebook & YouTube analytics.