KA, Caribbean-inspired soft drinks brand from AG Barr, has come up with “Be the Noise” – a creative campaign that urges the urban youth to bring the party vibe to the city streets this summer. The campaign livens up the concept of life with bold, loud and clear, visual comms.
Be the Noise has captivated the walls of Tunstall Road, Brixton and Birmingham’s Custard Factory with loud, colorful murals. The art work serves as the backdrop to events happening over the weekend to find and lead the best up-and-coming street art talent in London and Birmingham.
Adrian Troy, Marketing Director at AG Barr, said KA reflects the energy, boldness and individuality of their consumers and the vibrancy of urban communities. “This new campaign provides a platform to encourage KA fans to express themselves and bring their own personal noise and energy to the party.”
Mark Robinson, creative director at Supernova, described KA as a unique, positive, colorful and uplifting brand with social links to social occasions, partying and carnivals. “Be the Noise holds a mirror up to a bright, energetic, multicultural Britain and invites everybody to express themselves. We purposely kept the brief open to Carleen De Sozer and Gent 48, so they could unleash their own interpretations while actively encouraging other community members to be themselves and Be the Noise.”
Eleanor Cable, partnership lead at the 7stars, said Be the Noise targets young urban city dwellers in a fun and interactive way. “The partnership with Pubity is perfect for KA, ensuring the impact of these events is captured and extended to youth audiences online, with hero talent, performers, Vox Pops, and mural timepieces.
Pubity has collaborated with KA to leverage event content and extend engagement to online audiences.
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