7-Eleven "Take it to 11"

{"background":"7-Eleven tasked agency 360i with creating a playful spot to promote their new delivery and in-store pick up app. An important feature to the spot would be a sing-along rock track. The story portrays a rock band rehearsing late at night in their garage. The band members are surrounded by iconic 7-Eleven products from slurpees to taquitos, and their song contain lyrics highlighting the app’s convenience for consumers.","approach":"The process began with Future Perfect creating multiple songs in a garage punk style and writing original lyrics that focused on key phrases. Once lyrics were locked in, we presented the agency with a “Battle of the Bands” deck, featuring eight imaginary bands with songs in different creative directions. Our song, “Take it to 11” was chosen, and the YIP YOPS, an alternative rock band, was cast to perform it on set. Guided by Future Perfect, the YIP YOPS produced their own unique interpretation of the track, adding depth and authenticity. We managed a seamless collaboration between the agency’s brand vision and the band’s artistic expression to produce a dynamic result."}