knitted double-decker bus takes to london streets for 7up campaign
knitted double-decker bus takes to london streets for 7up campaign knitted double-decker bus takes to london streets for 7up campaign
dec 04, 2014
knitted double-decker bus takes to london streets for 7up campaign


knitted double-decker bus takes to london streets for 7up campaign
all images courtesy of 7up

 

 

 

as a celebration of originality, wit, and unmistakable authenticity, 7up has revealed their ‘feels good to be you’ campaign. alongside a rejuvenated visual identity — including logo design and packaging — the creative action features a series of digital vignettes, spotlighting everyday personalities who exemplify the brand.

 

the first follows austin-based artist magda sayeg, known for her urban knitting projects that colorize the city streets. for 7up, she has canvassed a classic london routemaster bus with 20 suitcases full of vibrantly hued yarn, wrapping the entire double decker transport in zig-zags, stripes and bubbling spheres. 

 

 


magda sayeg yarn bombs london routemaster for 7UP #feelsgoodtobeyou campaign
video courtesy of 7up free

 

 

 

 
‘as a graffiti artist picks up a spray can, I pick up my knitting needles. the public space is my playground. I find inspiration from the most ordinary and mundane objects. my goal is to transcend something that is ordinary and in our everyday lives into something different: hard or concrete becomes soft and warm; grey or dirty becomes bright and colorful,’ said sayeg.taking control of your surroundings and doing something different to them in a way that enhances what you see on a daily basis — that is what ‘feels good to be you’ means to me.’

classic london double decker bus is knitted inside and out
vibrantly colored stripes canvass the length of the double-decker bus

classic london double decker bus is knitted inside and out
the classic transport takes to the city streets, covered in yarn

classic london double decker bus is knitted inside and out

classic london double decker bus is knitted inside and out
passersby are greeted by the ‘feels good to be you’ campaign bus

classic london double decker bus is knitted inside and out

classic london double decker bus is knitted inside and out
the routemaster takes a sip of 7up while aboard the knitted bus

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knitting (15 articles)