2017 Winners & Shortlists

The Campaign

7UP Traffic ‘Jam’. A street concert that transformed car horns into musical notes.

Creative Execution

We gathered a wide range of vehicles, tuned the horns to play different tones (each car was assigned a specific musical note) and sent them back onto the streets. And in November 2016, in the midst of a busy and noisy street in the heart of Cairo, we held the 7UP Traffic ‘Jam’. A street concert where a symphony of vehicles played musical notes and turned everyday frustration into entertainment. To amplify the impact, we captured the concert and people’s reactions, and shared the film on social media.

• Total views: 7,498,667 • Total interactions: 199,903 In Egypt and GCC, across Facebook, YouTube and Twitter. All in just 3 days. • 54% increase in brand engagement • 89% positive sentiment across all mentions • 37% increase in brand buzz

7UP Traffic ‘Jam’ is a musical response to the age-old problem of noise pollution in Cairo, Egypt, where dreadful traffic jams with deafening car horns are an everyday nuisance. It’s a street concert where a symphony of vehicles played musical notes and turned everyday frustration into entertainment. To amplify its reach and impact, we captured the event and people’s reactions on camera and shared the film on social media.

Target audience: We need to consistently engage with our consumers — young adults 18-30 — and maintain meaningful connections with them to be the top-of-mind brand and the soft drink of choice in Egypt and across the region. Brand mission: To make a real impact in the youth’s daily life by helping solve everyday problems in their respective city. Approach: 7UP turned the same horn noises on the streets into sounds that everyone loves to hear.