7UP AT THE ZOO
Creative Director, concept creation, strategy
Create a campaign that integrated the new Ridiculously Bubbly brand platform of 7UP with the Columbus Zoo.
By spending time at the zoo photographing the animals, studying
the environment, reading the animal facts and trivia in the exhibits, watching how visitors interacted with the animals and engaging with the product in the studio, I made a connection between the bubbles that form inside a glass of 7UP and the abundance of glass used in animal enclosures.
The idea worked on multiple levels: a trivia component made it fun and educational and it was a natural fit with the zoo’s vision to be
a “premier destination for fun and unique experiences.” The environmental graphics, which were true to the clear nature of the product, wouldn’t obstruct visitors’ views of the animals and it was right in tune with 7UP’s brand platform.