Growing up, I always associated 7UP with a familiar, quirky face: Fido Dido. His playful, carefree personality made the brand feel alive, approachable, and full of character. Fido wasn’t just a mascot — he was almost like a friend who reminded us not to take life too seriously. That sense of lighthearted fun defined how I viewed 7UP for years. But as I looked around at today’s design world, I began to notice something missing. The brand still carried that global charm, but there wasn’t much tying it back to the culture I see and experience every day in Bangladesh. That’s when the idea sparked in my mind: what if I could bring that same iconic energy of Fido Dido and connect it with the local artistry that defines our streets?

In Bangladesh, rickshaws are more than just a way to get from one place to another. They’re a moving canvas, carrying history, tradition, and storytelling in every stroke of paint. With bold colors, striking floral motifs, and intricate patterns, rickshaw painting has become a form of visual identity for our cities. It’s no surprise that UNESCO recognized it as an intangible cultural heritage — because it’s not simply decoration, it’s an expression of resilience, creativity, and everyday beauty that belongs to the people. For many of us, rickshaw art is inseparable from our daily lives, and yet it often doesn’t get the global recognition it deserves. So, I asked myself: what if Fido Dido — a global cultural icon of fun and youthfulness — got a truly desi makeover?

This is where the concept campaign was born. We reimagined 7UP through the lens of Bangladesh’s rickshaw artistry, bringing Fido Dido into a world that feels familiar to us yet refreshing to the brand. Instead of his usual casual lounging, Fido is now riding a rickshaw, embraced by vibrant colors and intricate motifs. Every detail in the illustrations — from the bright floral flourishes to the traditional geometric patterns — is inspired by rickshaw painting traditions. By merging the nostalgic character of Fido with the bold energy of our heritage, we wanted to create something that celebrates both global identity and local culture in a seamless way.
For us, this project goes far beyond a design exercise. It’s deeply personal. It’s not just about creating a visual mash-up of 7UP and rickshaw art — it’s about creating a bridge between my childhood memories and my cultural identity. Fido Dido reminds me of the joy and playfulness of growing up, while rickshaw art reminds me of the streets I grew up around, filled with life, music, and color. Together, they form a dialogue between past and present, between personal nostalgia and collective heritage.
Through this concept, we wanted to ask a simple but powerful question: what happens when a global brand listens to the local heartbeat of a culture? The answer, we believe, is design that doesn’t just look good, but feels alive — design that sparks recognition, pride, and joy in people’s hearts. That’s the vision behind this campaign, and that’s why it means so much to us.