7-Eleven
Celebrating Pride with a Message to Be Proud of
Our
expertise
Video Production
Campaign Management
Creative Strategy
Storytelling
Social Media Management
Visual Design
Copy & Microcopy
Online-Offline Integration
Video Production // Campaign Management // Creative Strategy // Storytelling // Social Media Management // Visual Design // Copy & Microcopy // Online-Offline Integration
Pride Month is the most colorful time of the year, where everyone is encouraged to let themselves shine and be proud of who they are. As a brand that welcomes all people throughout the year, we wanted 7-Eleven to communicate their values of inclusivity and openness while breaking down the meaning of Pride Month into its basics. The result was a touching campaign that crosses platforms - from the digital realm into the physical world, featuring real people with a real message - all flavors are welcome.
01
Breaking Down the Rainbow
The LGBTQ+ community is as diverse as a rainbow, and each member person views Pride Month in their own unique way. For 7-Eleven’s Pride Month campaign, we wanted to break down the values most associated with Pride into smaller pieces, each one represented by one color of the LGBTQ+ rainbow. To bring these values to life, 6 different people told what these values mean to them, in a video that showcases the diverse tapestry that makes up the LGBTQ+ community in Israel, conveying a message of inclusivity and acceptance that also characterizes 7-Eleven’s international brand. To bring this message to the physical world, we yassified 7-Eleven’s iconic Slurpee cup with a brand new design that featured a message for each value of Pride Month. A certain percent of total Slurpee sales was donated to NGOs supporting the LGBTQ+ community in Israel.
02
Slaying that Brief
Through 7-Eleven’s campaign, we brought to life one of the brand’s core values in a unique way, fitting to the welcoming nature of the LGBTQ+ family and Pride Month - everyone is welcome and can be as they wish.
Our online-offline integration helped us to both spread an important message to our digital audience who is already following the brand, as well as to casual bypassers who got a taste of inclusivity with their refreshing cup of Slurpee. And to that we say YAS QUEEN!
