AG Barr Takes KA to the Streets This Summer with New Brand Platform and Campaign ‘Be the Noise’

Be The Noise: Birmingham Mural by Gent 48

KA is a brand that encapsulates the bustling, vibrant and real vibe of city street culture. In their first work for KA, the Caribbean-inspired soft drinks brand from AG Barr, the7stars has unveiled the brand’s new creative platform, ‘Be The Noise,’ with a bold and unapologetic campaign that invites urban youth to turn up the volume and bring the party vibe to city streets this summer.

The integrated campaign spanning social, OOH and experiential, looks to bring the concept to life with completely unmissable bold, loud and visual comms, that truly causes passers-by to stop, stare, and get involved. The campaign kicks off this week with two OOH murals adorning Tunstall Road, Brixton and Birmingham's Custard Factory. 

Working with street art firm Lawless studios, well-renowned local artist Josh Billingham, aka ‘Gent 48’ was commissioned to produce the mural in Birmingham and Carleen De Sozer, one of London’s most skilled and diverse aerosol and airbrush artists, produced Brixton’s mural. 

Adrian Troy, marketing director at AG Barr, said: "KA is a brand that has always reflected the energy, boldness and individuality of our 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.”

Each Mural serves as the backdrop to events running today at Pop Brixton and tomorrow in Birmingham (June 16th and 17th respectively) aimed at finding and championing the best up-and-coming street art talent in the UK.

"KA is a unique, positive, colourful and uplifting brand with strong 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," said Mark Robinson, creative director at Supernova.

The events form part of a media partnership with leading 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 an even more lucrative deal when their act is showcased on Pubity's social pages, reaching a potential audience of over 100 million followers.

To maximise visibility and engagement, Supernova Studios and Pubity will also be on the ground, capturing the action during the events and pushing the content out across key gen z-focused social channels like TikTok and Instagram.

Eleanor Cable, partnerships lead at the7stars, added: "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 timelapses."