7 Eleven Australia
Japan's icons, now local.
7-Eleven is bringing some of their beloved Japanese products to stores across Australia. Think - the viral egg sando, golden curry bread, and perfect Onigiri.
To celebrate and spread the word, we’re launching an integrated campaign inspired by the fun, bold design of Japanese konbini culture.
Our Characters
As part of our campaign, we created a set of adorable characters representing each of the featured products. We worked with Melbourne based designer Julie Newton to develop a cheerful and playful aesthetic with Japanese yuru-kyara (mascot) energy.
As shown below, these characters are not just for decoration - they tell their own story.
Activations
We've tapped into a few Japanese sub-cultures to bring an authentic Japanese experience to Aussies. A sneak peak below of what's to come.
People are obsessed with Japanese Smiskis who live their lives just like us. Some even have their own accessories, from smartphones and briefcases to moving boxes.
So to celebrate our new Japanese range, we’ve tapped into this beloved Japanese obsession with an ‘unofficial’ collectibles collab.
Designed to fit perfectly with the most commonly unboxed Smiskis, we’ll create adorable collectable add-ons, from little onigiris and gyozas to matcha drinks. Offering collectors a joyous twist, and turning the disappointment of unboxing a duplicate into excitement.
