7-Eleven Canada: Summer of Sev

2023 | Drum Awards Shortlist

We turned 7-Eleven into Gen Z’s ultimate summer sidekick—fueling spontaneity, late-night cravings, and unforgettable memories with snacks, slurps, and road trip essentials.

The Ask: Create an integrated summer campaign that positioned 7-Eleven Canada as the go-to convenience brand for Gen Z—driving store traffic, delivery orders, and a shift in perception around food quality.

The Strategy: We launched a full social refresh, including 7-Eleven Canada’s debut on TikTok. Through dynamic short-form video, meme-friendly formats, and summer-saturated content, we met Gen Z where they live—on social—and showed them how 7-Eleven fits into every moment of summer.

The Vibe: From swavy days at the pool to impromptu road trips, this campaign celebrated the freedom and spontaneity of summer. We didn’t just sell snacks—we helped create memories.

The Impact: From TV to in-store signage to TikTok and influencer collaborations, we delivered a fully integrated content ecosystem. Each asset was tailored to its platform—whether that meant large-format visuals, creator-led short-form videos, or native social storytelling. The result was a cohesive campaign that met Gen Z wherever they were—on their phones, in their feeds, or on the go—driving awareness, engagement, and real-world action.

The 2023 It’s summer, 24-SEV campaign was such a success—driving increased in-store traffic (specifically during the TV airtime)—that when summer 2024 rolled around, the commercial was re-aired and the campaign was reimagined across social to keep the content fresh, culturally relevant, and exciting for our audience.

👉 Explore the campaign on Instagram & TikTok

ECD: Roxanne White
ACD: Hayden Stuart
Senior AD: Michael Arroyo
Art Directors: Rhiannon Blouin & Britt Smith
Copywriter: Cate Mabry
Producer: Bré Kelly
Photography: Jan Snarski
Cinematographer: Marshal Chupa