7up

7up | Feels Good To Be You

Background

7UP believes that everyone is different. They also feel that if everyone were their authentic selves then the world would be a better place. With its real lemon-lime flavour and sparkling bubbles, 7UP naturally refreshes you and brings out your natural flair, wit and charm.

Whereas a lot of drinks claim to have a transformative effect on people (turning them into something else ... bigger, better, stronger, faster), 7UP is one of the only drinks that keeps people going as they are. With its tingly bubbles, real lemon and lime and naturally refreshing qualities, 7UP resets drinkers; it brings you back ... to keep you going. Taking a sip of this clear, tasty, refreshing drink provides a moment to restore and refresh, so you can move forward into your day at your best, bringing your natural flair to the world.

7UP’s line ‘feels good to be you’ is a celebration of this philosophy.

Insight

As we adapt and respond to what life demands of us, it's easy to lose our way and in particular, that inner sparkle of us at our natural best. And as this happens, the way we think, the way we talk, the things we do and the stuff and people we surround ourselves with are prone to slipping from what is natural to us.

During these moments we are forced to re-evaluate where we are and the person we have momentarily become. These are moments when we stop, think and rewind to our inner selves. These occasions can be as simple and small as an everyday moment of clarity or realisation or as big as moving house, changing job or breaking up with boyfriends/girlfriends.

It’s only when you are forced to reset and re-evaluate things that you realise how good it actually feels just to be you ... to be your natural best, living from inside out and letting your inner spirit shine through.

What is intended?

Story that follows somebody on one of these journeys as they begin to remove something from their life that is not them.

The film should show somebody in the process of re-evaluation and re-connection with their inner sparkle. We want to see them stripping back the layers and celebrating who they really are ... their natural flair, their wit and charm, their uniqueness and their individuality.

Tone

Authentic, refreshing, natural, confident, light hearted, witty, whimsical humanistic NOT too edgy or rebellious (Sprite territory).

Target Consumers

Young adults (20U29 y.o.) – ‘up and coming originals’ who are genuinely optimistic, embrace the world with originality and lead life with relaxed confidence. This group of people have outgrown their awkward teen years and no longer feel constrained by the need to fit in and do as their friends do or parents tell them to do. They have emerged into their 20s keen to express themselves as individuals not as part of the herd. They care about the world and want to impact it in a positive way by bringing their unique flair to it!

Executional Mandatories

End Tag: ‘Feels Good To Be You’

Role of Product: The role of the product should be a natural part of the story and should accurately reflect the personality of your main character. Remember that 7UP ‘brings you back to keep you going’.

Length: up to 120seconds

Audience: All territories / markets EXCEPT the United States / Puerto Rico U key markets are Argentina, UK, Middle East, Pakistan, Vietnam, India and Egypt.

Nestea

Nestea

Background

We’re all too busy! NESTEA believes that taking regular breaks is good for you – they make you feel freer, lighter and more in touch with who you really are. NESTEA calls these breaks Little Moments of Freedom.

With this brief, NESTEA are looking for films that educate and inspire non- NESTEA drinkers when to drink NESTEA. To do this, they want to associate their drink with a moment of realization – when a busy person lifts their head up out of the sand, steps back and sees that there’s more to life than the immediate task at hand.

Insight

The work/life balance ... it’s not always easy to get it right, especially in today’s world where we are so busy and always find ourselves rushing from one thing to the next. Sometimes it takes a helping hand to make us realise that we need to think bigger picture and to take a break every now and again.

Concept

The Freejack: interrupting the daily lives of non-NESTEA drinkers with a “positive, fun intervention” that literally forces them to stop, take a break and do something they really enjoy. Essentially, if only for a few minutes, we want to take people from being stressed & busy to a calm and happy place.

What is intended?

A realistic story whose family, friends or colleagues think are long overdue for a Little Moment of Freedom, and surprise them with a spontaneous, positive disruption of their busy day.

Think of somebody who is stressed and always busy, somebody who rarely takes a break but needs or deserves one. You should then interrupt and surprise them in a real life moment that people everywhere can recognize and relate to (be that going to work, at work, leaving work etc). The surprise can be silly and small or big but it has to be plausible, personal & positive.

The location for the Freejacks can be indoors or outside, home, work or public places and IF possible the interventions should have a connection with nature: going outdoors, opening a window, a walk in a park, a short bike ride, a moment in the sun ... because the NESTEA brand is personified by a breath of fresh air.

With the Freejack, we are not trying to change their ways, or transport them to a magical new life. Just give them a funny, enjoyable, ‘out of the box’ surprise that gives them an exaggerated break from their routine.

Each intervention should feature a bottle of NESTEA subtly incorporated, NOT in an overt “advertising” way! Please also cover a shot of the person who has had their “little moment of freedom” and the people who organized it, sharing a drink from the NESTEA bottle – this can be used at the end of the “Freejack” or after the end frame as you see fit – natural, relaxed with a smile as it suits you. Bear in mind that the objective for your film will be to encourage consumers to participate in their own ‘Freejack’.

Tagline

Taste Of Freedom

TONE

Uplifting, light hearted, humour but not exaggerated. Your little moment of freedom should feel warm, funny and real – the pranks shouldn’t cause any distress or worry. We’re looking for staged stunts that raise a smile and a wagged finger from the participants when they realize who’s behind it.

Target Audience

Non-NESTEA drinkers. Active, emerging adults 18-34, young at heart. Multi-cultural & globally aware, facing multiple options.

Time length

Up to 60 seconds

Use

Online and social media

Audience

Europe but must be globally relevant