The Challenge
During Ramadan, Malaysians plan their evenings around Iftar, the moment they break their fast. With over 2,400 stores nationwide, 7-Eleven offers convenient access to hot meals, drinks, and quick bites, making it an ideal option for Iftar on the go. Despite this, the brand was rarely considered part of the Ramadan ritual. When people thought about Iftar, they didn’t think about 7-Eleven.
The Solution
7-Eleven exists for one reason: convenience. So instead of advertising around Iftar, we made the brand useful at the exact moment people were already looking for. We turned 7-Eleven into the Iftar time itself. As timings changed, the logo changed with it. On some days, 7-Eleven became “7:20.” On others, “7:27.” Across Ramadan, the brand’s logo adapted in real time across social platforms and digital out-of-home screens, localized by state. By doing this, every time Malaysians saw 7-Eleven, they instantly knew when to break their fast, making the brand a meaningful and functional part of their daily Ramadan routine.
