7-Eleven Teams Up With The Shout Group for Hip-Hopping New Brand Campaign

The campaign also unveiled Even as the retail giant’s new brand ambassador.

Image via FCB SHOUT

Earlier this year, FCB SHOUT the creative arm of Malaysian-owned and operated creative services collection – THE SHOUT GROUP won the pitch to create a new brand campaign for 7-Eleven Malaysia.

With 7-Eleven looking to regain relevance in the hearts and minds of a new generation of Malaysian consumers starting this year, FCB SHOUT helped the brand launch a music video that would appeal to the youth.

Titled ‘Senang Lenang Dengan 7-Eleven’ (Easy Peasy With 7-Eleven), the animation-mixed-live-action music video and hip-hop track were entirely produced from scratch.


 

Aside from adding a youthful exuberance to the brand, the music video also introduced Malaysians to a friendly, trendy, and rap-loving 3D brand ambassador for 7-Eleven aptly named Even.

“A big shout out to the amazing team at 7-Eleven Malaysia for entrusting this campaign with us,” said Syahriza Badron, the General Manager of FCB SHOUT.

“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 just 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.”


 

Image via FCB SHOUT

Image via FCB SHOUT

“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,” said Jonathan Chan, FCB SHOUT’s Creative Director.

“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 it 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 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 what 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.”


Credits

7-Eleven Malaysia

General Manager – Marketing: Chin Hor Wai

Senior Marketing Manager: Stan Loy Khai Han

Marketing Manager: Nadia Farhana Binti Mahmood

Assistant Marketing Manager: Ng Kelly

 

FCB SHOUT

Co-owner & Chief Executive Officer: Shaun Tay

Co-owner & Chief Creative Officer: Ong Shi Ping

General Manager: Syahriza Badron

Head of Creative: Wang Ie Tjer

Creative Directors: James Voon, Jonathan Chan

Senior Designer: Yong Li Ying

Bahasa Copywriter: Sal Abdul Malik

Senior Producer: Amin Taib

Brand Director: Ida Zainol

Project Executive: Nur Iffah Fahmi

 

Production House: KDCo.

Director & DOP: Aaron Wong

Producer: Fendi Harjoh / Syamimi Ali

 

Music, Sound Design & Composer: TELL Enterprise

Composer & Lyricist: Farid Sabaruddin (SXPH)

Music & Sound Engineer: Johan Nordin (DJ Jocular)

Composer: Muhd Zami Abidin (PFTD)

 

Post House: Grey Common Studio & Max Fx Studio

Producer 3D: Khiang

Online Artist & Colorist: Max

 

Read More

Creative Work

subscribe & get more brand in your diet

newsletter

get more brand in your diet

We never share your info,
we only share ours