THE SHOUT GROUP AND 7-ELEVEN TEAM UP TO DELIVER A HIP-HOPPING NEW BRAND CAMPAIGN

Earlier this year, FCB SHOUT the creative arm of Malaysian owned and operated creative services collection – THE SHOUT GROUP won the pitch to create a new brand campaign for 7-ELEVEN Malaysia.

With 7-ELEVEN looking to regain relevance in the hearts and minds of a new generation of Malaysian consumers starting this year, FCB SHOUT took the opportunity to help the brand launch a music video that would appeal to the youth.

Titled ‘Senang Lenang Dengan 7-ELEVEN’ (Easy Peasy With 7-ELEVEN), the animation-mixed-live-action music video and hip hop track were entirely produced from scratch. Aside from adding a much-needed youthful exuberance to the brand, the vibrant music video also introduced to Malaysians a friendly, trendy and rap-loving 3D digital talent for 7-ELEVEN aptly named Even.

Commenting on the project, Syahriza Badron, the General Manager of FCB SHOUT, said, “A big shout out to the amazing team at 7-ELEVEN Malaysia for entrusting this campaign with us. For them to hand this huge responsibility to us as they seek to strenghten their dominance in the ultra-competitive retail space reflects the quality of work that we delivered during the pitch.

Instead of merely just answering the brief given, we challenged it and came back with an idea that made a lot more sense for the brand to sustain and continue building on in the long run, instead of just another one-off project that’d be forgotten as soon as the campaign ends.”

Meanwhile, Jonathan Chan, FCB SHOUT’s Creative Director, added, “The clients wanted a digital talent for 7-ELEVEN to spearhead this campaign. But we knew that creating a character using a real person would cost the brand a lot of money and they would only be able to use the talent for this short campaign period.

So, we drew inspiration from cultural icons like Daft Punk, Deadmau5 and even The Stig to create a masked character that the brand could not only continue using for a long time, but truly own and call it their own as well. We then worked closely with our production partners to bring this character named Even to life via 3D animation, and created a Hari Raya music video to introduce the character alongside an original rap song, which comes complete with 7-ELEVEN iconic doorbell jingle.

With Even as the hero, the energetic music video showcases how easy it is to celebrate a memorable Hari Raya with 7-ELEVEN’s wide variety of goods. The campaign came out better than what we expected given the tight deadline, and a lot of credit has to go to our partners at KDCo, TELL Enterprise, Grey Common Studio and Max Fx Studio for the incredible work.”

CAMPAIGN CREDITS:
TITLE: SENANG LENANG DENGAN 7-ELEVEN (EASY PEASY WITH 7-ELEVEN)

7-Eleven Malaysia
General Manager – Marketing: Chin Hor Wai
Senior Marketing Manager: Stan Loy Khai Han
Marketing Manager: Nadia Farhana Binti Mahmood
Assistant Marketing Manager: Ng Kelly

FCB SHOUT
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
General Manager: Syahriza Badron
Head of Creative: Wang Ie Tjer
Creative Directors: James Voon, Jonathan Chan
Senior Designer: Yong Li Ying
Bahasa Copywriter: Sal Abdul Malik
Senior Producer: Amin Taib
Brand Director: Ida Zainol
Project Executive: Nur Iffah Fahmi

Production House: KDCo.
Director & DOP: Aaron Wong
Producer: Fendi Harjoh / Syamimi Ali

Music, Sound Design & Composer: TELL Enterprise
Composer & Lyricist: Farid Sabaruddin (SXPH)
Music & Sound Engineer: Johan Nordin (DJ Jocular)
Composer: Muhd Zami Abidin (PFTD)

Post House: Grey Common Studio & Max Fx Studio
Producer 3D: Khiang
Online Artist & Colorist: Max