7-Eleven wanted to assume social responsibility, and at the same time, sell more coffee. But how could they appear credible? We advised 7-Eleven to only push coffee sales in-store, and ensure that all communication outside the stores would be purely value based.
With “Eight Alternatives to Democracy”, we presented people to other forms of government, such as theocracy, kleptocracy, oligarchy and so on. We concluded that living in a democracy is actually pretty neat. The coffee cup was therefore redesigned to communicate, “Use your right to vote”. In the space of two weeks, we covered Norway’s biggest cities with the campaign.