7-Eleven teams up with Client Liaison to ‘Redeem 2020’ in new campaign via CHE Proximity


7-Eleven, Australia’s market leader in convenience, has co-produced a new campaign with Australian independent music stars, Client Liaison, in collaboration with CHE Proximity.


Coinciding with the release of Client Liaison’s latest hit ‘Intervention,’ the film shows the pop duo Monte and Harvey exploring another world of easy rewards and exclusive offers via the new My 7-Eleven app. The campaign is part of 7-Eleven’s Redeem 2020 campaign, one that encourages Aussies to break free of what’s undoubtedly been a hard year.

Says Adam Jacka, head of customer communications at 7-Eleven Australia: “We wanted the launch of our My 7-Eleven App to be a memorable brand moment and motivate our customers to act.

“The release of Client Liaison’s new single created the perfect partnership opportunity – aligning a song that’s all about breaking free and sparking joy, with a 7-Eleven campaign that sees Aussies redeeming something back from the challenges of 2020 by relishing in life’s small, easy wins.”

“We’re delighted that App downloads and engagement rates are exceeding our expectations. The campaign will extend through until January with exclusive new My 7-Eleven App deals launching next week to help Australians make the most of this unique summer with those around them.”

Says Glen Dickson, executive creative director at CHE Proximity: “It was fun doing something a little bit different for 7-Eleven. We’re on an exciting journey with the team there, and this collaboration with Client Liaison to bring some free donuts, coffees, Slurpee and 80’s synth pop to Australians felt like the perfect way to farewell a tough year.”

The campaign is now live across TVC, Catch up TV, YouTube, Social, Radio, OOH, Digital Display, POS, the My 7-Eleven app and 7-Eleven website.

For more information on the My 7-Eleven app, please visit: https://www.7eleven.com.au/my-7-eleven.html

Adam Jacka – Head of Marketing Communications
Vicky Dolman – Senior Marketing Manager

Agency: CHE Proximity

Ant White – Chief Creative Officer
Glen Dickson – Executive Creative Director
Amy Weston – Creative Director
Chris Andrews – Creative Director

Account management
Tom Blackburn – Group Account Director
Kyle Gradidge – Senior Account Manager
Sophia Berry-Smith – Account Manager
Nicole Flinton-Ferraro – Chief Experience Officer
Clinton Duncan – Brand Planning Director
Trisha Santhanam – Planning Director
Natalie Hort – Production Manager

CHEP Studio
Alan Steadman – Retoucher / GCI
Nigel Harvey – Finished Artist
Sally Devers – Studio Manager
Sam Scherma – Finished Artist/Retoucher
Gary Wills – Senior finished Artist
Josh Fikret – Graphic Artist/ Retoucher
Trent Roberts – Head of Design
Paul Allworthy – Senior Brand Designer
Will Puglielli – Digital Designer

CHEP FILM Production
Holly Alexander – Director, Strategic Production
Karine Pawel – Senior Producer
Caitlin Perz – Production Assistant

Production Company: EXIT Films
EP: Leah Churchill-Brown
Director: Danny Cohen
Producer: Giordi Caputo

Post Production: Heckler
Executive Producer: Bonnie Law
VFX Supervisor: Jamie Watson
Senior VFX Producer: Amy Jarman
Senior Motion Designer: Adrien Girault
Senior Flame Artists: Brad Smith, Jonathan Hairman
Animators: Gabor Prucsi, Freddie Jiang
Editors: Michael Houlahan, Ben Hall
Colourist: Olivier Fontenay

Music Supervision:
Anton at Trailer Media

Sound House: Rumble Studios
Executive Producer: Michael Gie
Sound Designer: Liam Annert
Producer: Fiona Dunn