Insights
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.
Objective
7UP wanted to use the same bullet holes to remind people of how it feels to be at peace.
Idea
We transformed bullet holes on a war-torn wall into musical notes to create the 7UP Wall of Music.
Results and Effectiveness
• 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.
Creative Execution
In collaboration with technical engineers, a well-known local musician and the Municipality of Beirut, we transformed seven bullet holes on a war-torn wall into seven musical notes and created 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 sensor, a note was played.
To amplify the impact of the Wall of Music, we captured people interacting with the wall and their reactions on camera, and shared the film on social media.
Insights, Strategy and the Idea
Media strategy and innovation
On April 13th, 2015, the Remembrance Day of the Lebanese civil war, we went to the heart of Beirut and the conflict zone during the war and created a musical instrument of peace and hope.
Target audience and behaviour change
For decades, on Remembrance Day, everyone in Lebanon is reminded of the sounds of fear and violence. The wall helped everyone commemorate the day in a positive and meaningful way.