For this Ramadan, 7-Eleven Malaysia turned its own logo into an iftar clock, displaying the buka puasa time across its signage nationwide. To learn more, we recently caught up with the team at TBWA Kuala Lumpur, who shared some insights on how it came together.
Campaign Summary:
Campaign Name: Iftar o’clock
Agency: TBWA Kuala Lumpur
The business problem we were solving was for 7-Eleven to become a useful and helpful convenience stop for those who couldn’t buka puasa right in the comfort of their homes.
By serving as an Iftar clock, turning their signage into Iftar clock billboards – 7-11 is the only brand that could serve them in that purposeful manner during Ramadan. We wanted people to think of 7-Eleven whenever they think about iftar.
By simply turning the 7-Eleven logo into the actual iftar time, the brand becomes genuinely helpful, playing a meaningful role in people’s daily Ramadan routine.
We realised that 7-Eleven already sounds like a time. So the idea was simple: what if the brand itself showed the time of iftar? It was a natural way for 7-Eleven to become part of the Ramadan conversation and culture.
What market insights drove the creative inspiration behind the concept?
During Ramadan, millions of Muslims across Malaysia check the iftar time to know when they can break fast. It’s a small but universal behaviour that happens every day throughout the month.
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We realised that 7-Eleven already sounds like a time. So the idea was simple: what if the brand itself showed the time of iftar? It was a natural way for 7-Eleven to become part of the Ramadan conversation and culture.
How did the work evolve creatively?
7-Eleven has always stood for convenience. This campaign builds on that by making the idea of convenience more literal and immediate.
During Ramadan, the brand already supports these moments through offerings like 7Savers, 7Meals and CAFe by 7-Eleven across sahur, iftar and moreh.
This campaign takes it a step further. Instead of just being a place people go to, the brand itself becomes useful in the exact moment of iftar.
Visually, we didn’t reinvent the brand.
We kept the logo intact, because it’s already one of the most recognisable assets. We simply gave it a new role.
From a static identifier into something functional and time-sensitive.
A logo you don’t just recognise, but rely on.
Tell us about some of the creative challenges of putting the work together for launch.
The biggest challenge was accuracy.
If you’re going to show the time of iftar, it has to be absolutely correct.
So we worked closely with official sources like JAKIM to validate the timings daily across different locations.
From an execution standpoint, the turnaround was tight. Iftar time changes every day, which meant updating creatives quickly and consistently across multiple placements.
It required close coordination across teams, but we were fortunate to work with media and OOH partners who believed in the idea as much as we did.
That shared belief made it easier to move quickly, stay aligned, and execute the idea properly.
How does this build upon or shift the brand’s existing visual and narrative language?
7-Eleven has always been about convenience. We just took that idea further.
Instead of showing convenience through products or promotions, we made the brand itself convenient in the moment people needed it most.
Visually, nothing changed. The logo stayed the same. We just turned it into something functional.
From something you recognise, into something you use.
Credits
Agency Credits:
CEO: Yee Hui Tsin
Creative Chief Officer: Yee Wai Khuen
Creative Director: Mo Nazmi Ahmad
Senior Art Director: Amirul Abdul Halim, Fadhel Samah.
Copywriter: Mo Nazmi Ahmad, Destiny Naidu
Designer: Olivia Chiong
Creative Content Executive: Megat Arezza
Senior Brand Director: Jerry Lim
Brand Director: Bruce Wong
Strategy Director: Shalini Rupesinghe
Media partner: Unravel Media
OOH partner: Visual Retale, 3Thirds Inc.
