7-Eleven and Leo Burnett Melbourne recently won a collection of Clio Awards for the Slurpee BYO Cup Day. has always been a different kind of drink, letting people fill their cup any way they like. But with an influx of copycat competitors, we needed to do something to make it different again. So we changed the one thing about Slurpee that’s always been the same – the cup. For one day Australians could bring in any ‘cup’ they like and fill it with Slurpee, giving them total creative control over their drinking experience. There was a size limit on cups of 230mm by 260mm. Cups had to be clean and free from holes. Cups could only be filled once. Suggestions for containers sent in to the Facebook page were used as the inspiration for promotional posters. Customers were encouraged to take photos of themselves and their cips and upload them to the Slurpee Australia Facebook page where people could vote for the best cup. The person with the most votes won a year’s supply of free Slurpees. The campaign won a Gold Clio for Facebook Integrated Media, and three Silver Clios for Integrated Campaign, Content and Contact and Out of Home.
Click on the image below to play the BYO Cup Day video in YouTube (HD)
The BYO Cup Day campaign was developed at Leo Burnett, Melbourne, by creative director Jason Williams, copywriters Andrew Woodhead, Elle Bullen, Eamonn Dixon, and art director James Orr.