Role:
Copywriting and creative production for 7-Eleven's 2021 Summer Campaign via CHEP Network.
The challenge: Additional 6' social on-shoot day. Time poor and rain on set, umbrella summer.
The approach: Plan meticulously, simple moments, slurpee cheers. point n smile, milk crate positions.
Maximise the shoots efficacy.
Summer 24/7 celebrates 7-Eleven slotting into our day-to-day, especially on the go.
More for the wonderfully, less necessity, we focussed on summer fun, a TVC epitomising summer's freedom and flexibility: Highly produced ever-changing camera movement, lighting and mise-en-scene — all set to a dynamic and fresh track.
Our key role on set was content outside the storyboard for social cutdowns. Still capturing the seamless night and day transition without camera effects.
We planned a range of replica shots, one during the day and the second at night, filming simple talent interactions: Fist bumps, side glances, and synchronised sips.
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With our behind-the-scenes loopable footage, we created cutdowns for Facebook and Instagram.
These cutdowns led with night or day, corresponding to the hour the ad was served. Copy and product deals were written to reflect the time of day.
Because we'd made the films loopable, we could serve them as .gifs on social. This was key for Facebook ads because gifs autoplay, so the product, vision and context are seen without users pressing play.
Whether the copy supported the 30-second TVC or our 6-second cutdowns, the products were categorised by their time of day:
☕ Morning coffee. 🍱 Wonderfully easy lunch.
🍫 Midnight snack clutch.
