Kuala Lumpur, Malaysia – 7-ELEVEN has partnered with The Shout Group’s creative arm, FCB SHOUT, for its latest campaign, which features a live-action music video and a new brand ambassador.
FCB SHOUT’s latest campaign for 7-ELEVEN aims to appeal to the younger generation, promoting the retail giant to Malaysian consumers’ hearts and minds once again.
The campaign includes an animation mixed with a live-action music video and a hip-hop track produced from scratch. Titled ‘Senang Lenang Dengan 7-ELEVEN’ (Easy Peasy With 7-ELEVEN), the vibrant music video adds a much-needed youthful feel.
Furthermore, the music video also introduced Malaysians to 7-ELEVEN’s newest 3D brand ambassador, the friendly, trendy, and rap-loving ‘Even’.
‘Senang Lenang Dengan 7-ELEVEN’ is currently running across all 7-ELEVEN Malaysia’s social and digital channels in conjunction with the Hari Raya festive celebration.
Commenting on the project, Syahriza Badron, general manager at FCB SHOUT, said, “A big shout out to the amazing team at 7-ELEVEN Malaysia for entrusting this campaign with us. We know brand campaigns are not usually part of 7-ELEVEN’s marketing plans, so for them to hand this huge responsibility to us as they seek to regain their dominance in the ultra-competitive retail space reflects the quality of work that we delivered during the pitch. Instead of merely answering the brief given, we challenged it and came back with an idea that made a lot more sense for the brand to sustain and continue building on in the long run, instead of just another one-off project that’d be forgotten as soon as the campaign ends.”
Meanwhile, Jonathan Chan, creative director at FCB SHOUT, shared, “The clients wanted a brand ambassador for 7-ELEVEN to spearhead this campaign. But we knew that creating a character using a real person would cost the brand a lot of money, and they would only be able to use the ambassador for this short campaign period. So, we drew inspiration from cultural icons like Daft Punk, Deadmau5, and even The Stig to create a masked character that the brand could not only continue using for a long time but truly own and call their own as well. We then worked closely with our production partners to bring this character named Even to life via 3D animation and created a Hari Raya music video to introduce the character alongside an original rap song, which comes complete with a 7-ELEVEN iconic doorbell jingle.”
“With Even as the hero, the energetic music video showcases how easy it is to celebrate a memorable Hari Raya with 7-ELEVEN’s wide variety of goods. The campaign came out better than we expected given the tight deadline, and a lot of credit has to go to our partners at KDCo, TELL Enterprise, Grey Common Studio, and Max Fx Studio for the incredible work,” he added.
