Cannes Lions

REDEMPTION PROMOTION

LEO BURNETT HONG KONG, Hong Kong / 7-ELEVEN / 2013

Awards:

2 Shortlisted Cannes Lions
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Description

7-Eleven’s gift collections are long time favourites of the city. “The Tiny Charms of Nostalgia” are decorative charms featuring nostalgic memorabilia from Hong Kong's past that everyone knows and loves.

To create buzz around this, videos featuring fanatics making real working miniatures of these items were spread online (YouTube) and through their fans (Facebook) to boost excitement and anticipation for this collection.

Inexpensive electric rice cookers of this type have been an essential household appliance since the 1960’s. They played a big part in raising the standard of living for many families during Hong Kong’s boom years.

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