BREAKFAST & LOOKS
Client
→ 7-Eleven
Recognition
One Show – Cannes Lion – AdAge Pick of the Day – Hypebeast – Reddit – eBay
In 2021, 7-Eleven approached us to help them get the word out that they were now serving breakfast all day. But in peak pandemic, with fewer people visiting 7-Eleven stores, how do we get the word out?
We decided to meet customers where they already were, at home in their loungewear.
Instead of talking about juice, sandwiches, and yogurt we added a new product to the breakfast menu that would become emblematic of all the above.
We launched a limited edition pajama set expressing 7-Elevens signature white, green, and orange colors.
The pajamas came in two sizes, 7 and 11, and sold out within days of the launch.
Now serving breakfast. And looks.
Around the time of the campaign, 40% of the Swedish population were working from home. Suits wear replaced by loungewear.
We leveraged that insight and created a product that our customers would want to wear all around the clock. But more importantly, a new item on the menu that would double as a reminder that 7-Eleven serves breakfast every hour of the day.
We teamed up with the talented fashion photographer Paul Edwards to bring the vision to life. Thanks to huge attention from the press and final validation from the streetwear culture's bible, Hypebeast, the soft pajama suit became a hard currency among resellers.
