Hong Kong – In an unconventional twist to promote its app, 7-Eleven has teamed up with creative agency Noah to unveil a bold activation: a series of eye-catching graffiti-style artworks delivering a reverse message—“Don’t Download the App.”
The campaign uses reverse psychology to showcase the unique benefits of the 7-Eleven app, with playful messaging that taps into Cantonese slang, urging customers to reconsider what they might be missing out on.
For this campaign, Noah collaborated with graffiti artists to “bomb” bold messages across the city. The use of graffiti creates a striking contrast: while graffiti draws people to the streets, the 7-Eleven app is all about the convenience of staying home. This juxtaposition adds an edgy twist to the campaign’s launch.
Noah enlisted renowned artists, including Hong Kong’s Plumber King, Bunny, Spy, and Yu Wan, to create graffiti art displayed in unexpected locations. From price tags and coffee cups to an iconic wall at select 7-Eleven stores, the artworks were designed to blend seamlessly into the environment.
Gloria Shiu, head of marketing at 7-Eleven Hong Kong & Macau, said, “At 7-Eleven, we’re always looking for innovative ways to connect with our customers. We are determined to break away from conventional marketing and engage audiences with wit and creativity. By telling people not to download the app, the campaign aims to inspire them to explore its features and experience the convenience for themselves.”
Rachel Wong, co-founder of Noah, also shared, “By embedding art into everyday 7-Eleven elements, we’ve transformed ordinary moments into opportunities for discovery. Collaborating with artists like Plumber King ensures the visuals to be as bold and thought-provoking as the campaign’s message.”
Asawin Bear Phanichwatana, creative partner of Noah, added, “This disruptive campaign has already proven that sometimes the best way to say ‘yes’ is to start with ‘no.’”
