7-Eleven Roast for Rivals
MY ROLE
For 7-Eleven: Roast for Rivals, I directed the animation from concept the execution for a series of digital billboards that captured the campaign’s playful, competitive spirit. My role was to bring 7-Eleven’s cheeky “roast” concept to life through motion design and visual storytelling. I designed the animation style and pacing to ensure each piece delivered maximum impact, balancing humor, attitude, and brand energy in a way that made every billboard feel unmistakably 7-Eleven.
For 7-Eleven: Roast for Rivals, I directed the animation from concept the execution for a series of digital billboards that captured the campaign’s playful, competitive spirit. My role was to bring 7-Eleven’s cheeky “roast” concept to life through motion design and visual storytelling. I designed the animation style and pacing to ensure each piece delivered maximum impact, balancing humor, attitude, and brand energy in a way that made every billboard feel unmistakably 7-Eleven.
Roast For Rivals
Before other coffee shops open, 7-Eleven is open for them. Through Roasts For Rivals, 7-Eleven offered free coffee to rival coffee shop baristas who came in wearing their uniformsbefore other coffee shops opened. While the activation was experienced by rivals, the messagewas seen by millions. The campaign lived on busy commuter routes and rival baristas became walking billboards with 7-Eleven cups in-hand. This spread the message that 7-Eleven is the only place for great coffee 24/7.
AWARDS
Bronze Cannes Lion
Cresta Award
The Setup
7-Eleven lags behind competitors like Starbucks and Dunkin' who hold nearly half of the to go coffee market and outspend our brand 7-to-1 in advertising media. Knowing that 7-Eleven couldn't catch up to competitors' media budgets, we decided to employ a challenger approach. We set out to create a disruptive program that would place 7-Eleven coffee within consumers' consideration set, by highlighting one thing the brand offers that competitors cannot: great coffee 24 hours a day, 7 days a week.
The Idea
Before other coffee shops open, 7-Eleven is open for them. Through Roasts For Rivals, 7-Eleven offered free coffee to rival coffee shop baristas who came in wearing their uniforms before other coffee shops opened. While the activation was experienced by rivals, the message was seen by millions. The campaign lived on busy commuter routes and rival baristas became walking billboards with 7-Eleven cups in-hand. This spread the message that 7-Eleven is the only place for great coffee 24/7.
The Result
0
%
Of people who saw the campaign were more likely to buy 7-Eleven Coffee
0
%
Lift in positive sentiment around 7-Eleven Coffee
0
M
Impressions Worldwide in one week
