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7Up starts global campaign with urban knitting ad

7Up Free, owned by PepsiCo, is launching a global campaign, in the spirit of celebrating people’s individual flair featuring different characters with outlandish interests, like urban knitting.

The unconventional campaign is called Feels Good to be You and was created by the New York City-based entertainment company m ssng p eces. The whole campaign is made up of two TV spots and several digital films.

The work is directed by Tucker Walsh and the Chilean production service team were Vagabond. Executive producer, Gabriel Carratu said: “To work with a young, talented director was great. It was very challenging and a big effort to make it happen, but it was a great experience, something new for everybody.”

Featured in the first spot is urban knitter  Magda Sayeg, whose team of helpers visit a dilapidated square in Santiago, Chile, and knit covers for the fountain, pavement, benches, trees and random inanimate objects. The campaign launches in the UK and Ireland today and subsequently across 140 countries.