Our proposal was centred around the fact that summer is not just a season, it’s a state of mind. To illustrate the exciting and irreverent nature of this mindset, we collaborated with illustrator Hattie Stewart, known for her vibrant and cheeky style.
Famous for her ‘doodle bombs’, Hattie has partnered with recognised designers, artists and musicians throughout her career. She employed her distinctive style – creating artwork over photography of iconic landscapes - to express the fun and free spirit of summer. The campaign was encapsulated by ‘#FreshUpSummer’.
To extend the campaign’s local relevance and increase reach, we invited Instagrammers and 7UP fans to send in their own images, selecting our favourites for Hattie to refresh with her iconic signature style.
This quirky and playful visual approach was a big success, delivering a 60% reach amongst the audience with an engagement rate 40% higher than target.
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