7up was losing its “cool” among younger Saudis and needed a boost, so we launched a quest for the coolest person in KSA. We chose local celebrity Badr Saleh to prank people in hidden-camera mode and videos were published on our social media and microsite, while viewers voted for their “King of Cool”. Within a month, 7up Arabia scored 4.4 million YouTube views. Our Brand Value Share hit a record of 18.9, and 7up was cool again with our Fun & Cool Brand KPIs jumping 3 points in 1 year.
Advertising Agency: Impact BBDO, Jeddah
Client: Pepsi Co. (7up)
Creative Director: Moe Sarhi
Associate Creative Director: Shafiq Alam
Senior Art Director: Laith Hafez
Copywriter: amaRatna Consultancy, Lynn Ramadan 
Account Supervisor: Samer Khansa, Nazih Hajj
Published: December 2013
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