7-ElevenArt Direction
Copy
With just 48 hours to turn around a campaign for International Coffee Day, 7- Eleven needed something that not only celebrated their coffee but actually got people talking.
As luck would have it, Coffee day landed the day after the AFL Grand Final.
If collingwood won, Melbourne would be absolutely buzzing.
So we took a gamble- tying the campaign to a potential Magpies Victory.
We lined the city with ads ready to ride the post-match hype.
If they won, it'd be a perfect play. If not, well it'd still be a bold move theat got noticed. Either way, 7 Eleven was in the conversation
And of course we had a back up in-case it was Brisbane’s day, luckily it never saw the light of day
Alternate ideaAn idea I equally cherished focused on celebrating the diverse ways Australians enjoy coffee through engaging out-of-home ads.
Recognising that International Coffee Day might not be widely celebrated, we aimed to connect with a wide demographic and a mutual love for coffee, leaning on playful headlines that reflect varied coffee rituals and references.
