Ka launches ‘Be The Noise platform with multichannel campaign

Caribbean-inspired soft drinks brand, Ka, has launched a new creative platform, ‘Be The Noise,’ with a campaign that invites urban youth to turn up the volume and bring the party vibe to city streets this summer.

The integrated campaign, created by The7stars, spanning social, OOH and experiential, looks to bring the concept to life with completely bold, loud and visual comms, that will cause passers-by to stop, stare, and get involved. The campaign kicks off this week with two OOH murals adorning Tunstall Road, Brixton and Birminghams Custard Factory. Each Mural served as the backdrop to events running over the weekend aimed at finding and championing the best up-and-coming street art talent in London and Birmingham.

Working with street art firm Lawless studios, artist Josh Billingham, aka ‘Gent 48’ was commissioned to produce the mural in Birmingham, while aerosol and airbrush artist, Carleen De Sozer, produced the Brixton mural.

The events form part of a media partnership with youth publisher, Pubity, to enable Ka to leverage event content and extend engagement to online audiences. Artists, performers, and members of the local community are all invited to come and show the crowd what Be The Noise means to them. The winners will receive a cash prize and have their act showcased on Pubitys social pages, reaching a potential audience of over 100 million.

“KA is a brand that has always reflected the energy, boldness and individuality of our consumers and the vibrancy of urban communities,” said Adrian Troy, Marketing Director at AG Barr. “This new campaign provides a platform to encourage KA fans to express themselves and bring their own personal noise and energy to the party.”