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7Up - Concert for the Deaf

Music moves us and makes us feel alive. But what if you can't hear it? That was the starting point for ‘Music Lifts You Up,’ an initiative to create a concert for deaf people. 7Up enlisted Dutch star DJ Martin Garrix and a team of tech-driven creatives from New York-based experiential agency, Fake Love, to make it happen. The agency built special vibrating platforms to dance on, speaker walls, and water experiments linked to projection visuals, which combined to make the music accessible through more than just sound.

7Up tells the story of the concert - before, during and after - through a series of videos including an introduction, reactions from participants, and more. This, the main campaign video, has been viewed more than 5.1 million times on YouTube.

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