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.
‘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.’
vibrantly colored stripes canvass the length of the double-decker bus
the classic transport takes to the city streets, covered in yarn
passersby are greeted by the ‘feels good to be you’ campaign bus
the routemaster takes a sip of 7up while aboard the knitted bus