Crying is UPlifting
6. Digital Experience Kancils [6.3 Best use of social & messaging platforms]
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Links:
Product/Service:
7up
Client:
Etika Sdn Bhd
Brief:
In a world where social media glorifies perfection, people are afraid to show real emotions.
Crying, a natural human response is often seen as a flaw. Together with 7UP, we set out to change that: turning tears into a symbol of strength and refreshment.
Solution:
Together with 7UP, we launched the “Crying Is UPlifting” campaign to redefine what it means to cry. Leveraging the brand’s essence of refreshment, we reframed tears as something cleansing and uplifting just like 7UP itself.
We collaborated with local illustrator Izzati Suza, whose charming visuals brought the message to life. Through digital poems inspired by puisi Melayu and modern internet slang, the campaign explored emotions like burnout, loneliness, and anxiety, transforming social media into a safe, honest space for people to embrace their feelings.
The message was simple: tears don’t make you weak, they refresh your soul.
