A wired mule fuelled by taurine for Slurpee KICK

One website, 8 digital channels and a wired mule fuelled by taurine.

In 2008, 7-Eleven entered the highly competitive energy drink market with taurine-loaded Slurpee KICK. It was a category flooded with ads featuring energetic animated animals. So Leo Burnett, Melbourne decide to take the competition head on by introducing the most psychotic, hyperactive cartoon creature ever to promote an energy drink – Raul the Mule.

Raul has returned with the ultimate product demonstration. Fuelled on KICK, he’ll contribute continuously to every single major social networking site for the entire duration of the campaign. He will rant through blogs, tweet on twitter, comment on youtube, update his facebook, myspace and bebo status and post pics on flicker. And he’ll do it 24/7 via a personal life-streaming site (a homepage that pulls Raul’s content from all corners of the net to the one online destination).

Client: 7 Eleven

Agency: Leo Burnett, Melbourne

Creative Director: Jason Williams

Interactive Creative Directors: Anthony Koukoullis and Sara Cousins

Head of Art: David Klein

Copywriter: Andrew Woodhead

Art Director: Richard Walker

Designer: Niels Nolta

Account Managers: Susan Foley and Clare Beach