7-Eleven "Sounds Good" Radio 2012

Client:
7-Eleven 

Project:
Retool 7-Eleven's "Sounds Good" radio campaign theme with a fresh, new approach for 2012. And then top it off with a custom audio logo for added awesomeness and strategery.

Details:
Picking up where 2011's ADDY-winning Sounds Good campaign left off, the 2012 "Sounds Good" sequel is less about ear-catching irreverance and more about bringing 7-Eleven's products into their customers' everyday lives. From a conceptual standpoint, we've ditched the formulaic, Announcer-SFX-Announcer blueprint for a more one-off, slice-of-life approach. But when you're kicking out upwards of 50 spots a year, it's important to have some sort of continuity set in place. To accomplish this, characters deliver each 30-second message with an inner monologue approach. And to tie together every Sounds Good spot from here to eternity, we produced a simple, catchy audio logo that literally sings, "7-Eleven... Sounds Good."

Awards:
Local Radio (One Metro) - Campaign 

Turn on your car stereo or just listen below.