Who knew 7-Eleven could be cool? 360i has done an impeccable job of turning the convenience store chain into an “in place” while also finding a way to promote the chain’s diverse audience without being cheesy or predictable about it (a feat that not every campaign achieves).
The campaign, Take it to Eleven, consists of four TVCs (so far) – each of which features a cultural trend – roller skating, rockabilly, lowrider biker chicks, garage band – while also highlighting a feature of the chain – delivery, slurpee, coffee, big gulp.
The campaign was created from 7-Eleven commissioned research which revealed that people viewed the brand as the “ingenious accomplice” in the unpredictability of life, especially during Covid.
It’s a noisy, colourful campaign that appeals to people to join its tribes.
“7-Eleven has always provided quick and easy access to the practical, everyday necessities people need in order to keep going—but at the same time the brand understands that there’s more to life than surviving. Particularly in times like these, when our days rarely feel like a 10, it can be easy to overlook the small things that bring us joy,” 7-Eleven said in the campaign statement.
“That’s why the brand has always gone out of its way to bring a little delight, a little fun, a little off-the wall, playful indulgence to everyone that it serves. That’s not just fuelled by people’s physical needs. It’s about lifting peoples’ spirits, feeding their optimism and keeping them amused.”
The campaign was directed by Harmony Korine, whose credits include the 1995 drama, Kids; 2012’s Spring Breakers and a collaborative relationship with Gucci. It is running in the US on TV, online video/CTV, OOH, social, display, radio and digital audio.