The client asks for a 360° summer campaign for 7-Eleven Canada that resonates with Gen Z’s desire for convenience, spontaneity, and social moments. The campaign should position 7-Eleven as the go-to destination for on-the-go snacks and fresh food, driving social media visibility and shifting perceptions of its fresh offerings.
7-Eleven aimed to connect with Gen Z in Canada by refreshing their social media content and launching on TikTok. We created fun, engaging content to position 7-Eleven as the go-to spot for snacks, drinks, and summer vibes, driving visits in-store, on their app, or via delivery. The campaign used dynamic short videos and playful social posts to highlight convenience, variety, and memorable experiences with friends. We also proposed creating our language called Sev-ism, a system of combined words to describe our product qualities or some CTAs.
As Design Lead, I crafted the campaign’s graphic identity, including lockups, merchandise, font treatments, typographic design, and audiovisual supers.