7-ELEVEN | Unreal collabs

Copywriter: Dan Freeda • Art Director: Christian Maine de Biran • Creative Director: Peter Wood • Design: Luis Valencia • Agency: 360i

“What sort of monster would do this?” - The takeout

“EVIL MASTERMINDS” - MASHED

Buzzworthy collabs. But fake.

Hype culture has taken a corporate turn. It feels like every week we’re urged to check out [insert brand x artist]. Tasked with making 7-ELEVEn relevant on social media, we leveraged the hype around hype culture to mess with hungry fans.

In “Unreal Collabs,” we released a series of fake products and baited the public into believing they were real. Fans went wild. Some went looking in stores. Many begged us to follow through. We earned 11 million organic impressions and the ire (and begrudging respect?) of food journalists.

Coda: Unreal Collabs will become a very real 7-ELEVEn product line.

Press: delish, Mashed, The Takeout, Fox News