Create a unique direct mailing to invite the press at the opening of the 7up Stand Up Comedy Tour. Make the press people experience what the 7up Stand Up Comedy Tour is all about - a serious laughing session. Branded balloons were filled with helium and sent to journalists. The balloons were accompanied by a card that advised inhaling and then reading a text out loud. This instantly turned them into people to be laughted at - just like 7up's stand up comedians.
Agency: Graffiti BBDO, Romania.