LEO’S UNVEIL THE BIG SLURPEE
This summer 7-Eleven releases their biggest ever Slurpee, a mammoth 1.18 litre cup. Dubbed ‘The Big Slurpee’, it is the biggest icy-cold drink in Australia. To promote the arrival of this gigantic product 7-Eleven and agency Leo Burnett Melbourne devised an equally gigantic campaign idea.
The campaign sees the creation of the ultimate Slurpee brand experience with the brand itself being turned into a tourist destination. This summer an 11-metre tall Slurpee (complete with straw) will be constructed, transported and installed in the sunny Australian coastal location of Coffs Harbour in NSW. Slurpee drinkers can participate in the campaign by taking a road trip to The Big Slurpee or by visiting its online destination where they can view the architectural blueprints, comment on the project and watch its construction.
Slurpee brand activation manager, Rebecca Mountstephen, said it’s a monument befitting the arrival of a monumental beverage: “We thought the biggest and best way to celebrate the arrival of our ‘big’ Slurpee cups in stores this summer was to create a larger-than-life-sized Big Slurpee that fans can actually visit.”
The task of constructing a new national icon proved extremely exhausting with production of The Big Slurpee, from its initial design stage to its final installation, taking over 4 months to complete. Interested parties can view the construction, transportation and installation as they happen at www.thebigslurpee.com.au.
View the campaign:
Agency: Leo Burnett, Melbourne
Creative Director: Jason Williams
Head of Art: David Klein
Art Director: Richard Walker
Copywriter: Andrew Woodhead
Production Manager: Gary Arnas
39 Comments
Great idea guys! Can we please stop referring to creative teams as “art director” “copywriter” “headfart” etc etc It’s so 1963 a la MadMen especially when crediting people for non traditional ads.
I’ve just witnessed the 9th wonder of the world.
Yep, there’s nothing Australia needs more than a gigantic luminous product placement.
I’m sure it blends in with the environment just perfectly.
Earth Hour’s just a distant memory now eh?
Nice job, lads.
Supersize me anyone?
It sucks,big time.
On another subject that was aired on this blog before Christmas: It appears UNICEF Australia has turned off the Tap Project until next year. The project that should have automatically gone to Droga5 Australia was put out to pitch with a ridiculous 3 week deadline (that closed December 24). Apparently only 12 agencies bothered to respond.
Wow. Great work guys. Never seen idea like that before-IE doing something big. Like a massive stunt. Really fresh and original. Well done. I can see thousands of people wanting to come and see the giant slurpee, especially when you can walk in it and look out the viewing area. Am jealous!!!!
Man, what the fuck is it with the Australian ad industry and this UNICEF story?
Who gives a shit if they don’t want to work with Droga5 or if they want to have a pitch in 3 weeks?
UNICEF do some good shit. Yes, they have problems, as that cynical guy from Grey Melbourne tried to point out. But overall they are about trying to do something good.
We do a job that at best lets people know about shit they don’t need and at worse is destructive to society and the planet.
And we sit here and scorn them?
Jake and cunts like Jake need to chill the fuck out and stop making us look like bigger twats than we already are.
Anonyymously !
They track you.
BEWARE READERS.
2009 advice.
ssssssssssssssssssssshhhhhhhhhhhhhhhhhhh
Wow, stunningly unorigonal!
Lucky it’s in Coffs Harbour the known universe won’t have to look at it. I’II skip on checking out the blueprints, crazy as it seems.
This is basically experiential / product sampling with no big idea (unless big thing = big idea?)
Places like Naked, Maverick and One Partners have been doing this shit for years, they just don’t PR whore themselves or enter awards.
Sorry guys, not trying to rain on your parade, but this isn’t exactly new.
Naked, Maverick and One Partners don’t PR whore their stuff because it’s just not good.
If you want to pull out the ‘for years’ call, Boonie from GPY&R was the best un-advertising idea ever (Well in this country anyway). Better than anything those three agencies have done put together over all their years of operation.
Unless there’s a piece of genius I’ve missed?
If you asked the guys at Leos Melbourne how world changing this idea is I think you’d find they’d be pretty humble. It’s PR Mark, welcome to 2009.
Big Dim Sim anyone?
I rate it
Don’t knock it – this sort of activity really works.
I drove past The Big Miners Lamp in Lithgow once and was so engaged by the experience that I actually went into town and bought one…….. its mounted on the roof of my garage.
Cleo ‘Raining Men’ campaign seemed pretty good… I rate those agencies. And agree with Mark. Nothing special, but it’s good to see a big agency do that stuff.
The peaches one by BMF was better…
Who needs 1.18 litres of Slurpee?
Is it some kind of family bucket?
Looks like a fun project to work on!
Love the Fun Facts on the website.
More of this please.
10.46 nailed it. At a time when idiots what to ban vegemite and jam from supermaket shelves, how on earth is 1.2lts of frozen suger a good idea?
at least they learnt from those that have done it before
http://www.usatoday.com/news/nation/2005-06-22-popsicle_x.htm
Speaking of family buckets… who the fuck would want to enter Classic Catches and win a year’s supply of KFC? Vomit!
It would fit well in Big Warnie’s hands. A campaign done 2 years ago and actually had some impact in it’s environment. I’m not waiting for viral films of the stunned and outraged locals.
I give it a week before someone from Coffs Harbour’s other major big thing, the Big Banana, pricks the Big Slurpee with a knitting needle.
What about …
The Big Idea.
1:56pm, there’s a lot of fat cunts out there that would love a years supply of greasy chicken.
But yeah, you’re right, it’s a bit nauseating.
p.s would bloggers please take at least a little more care with their spelling.
I love it!
WOW this is amazing and so creative, it reminds me of driving past Coffs Harbour at Christmas and seeing the Big Banana. Awesome work guys!
Where’s the fresh thinking in that?
9:16 Sarcasm
Stuff the big slurpee. What about the best job!
So bad, it’s bound to pick up.
Content on the web is major ho hum.
Tough brief though. Hiding to nothing.
Mark 6:51:
“Naked, Maverick and One Partners have been doing this shit for years”.
BIG F&*#ING DEAL, because guess what – traditional agencies were doing this ‘sort of shit’ for years before Naked, Maverick, One Partners and Mark ever thought of it. Product placement, events, giant ‘whatevers’ have been around forever. Why does the ‘Mark generation’ think nothing ever happened until they appeared on the scene?
remember those acronyms from the 70s??
BFD was one…
11:47. Never said they were the first.
They were just before this, and do stuff much better than this. It’s not revolutionary. It’s not big. In fact it’s just dumb. Why put it in Coffs Harbour? Cause you couldn’t get planning permission anywhere else?
No-one will see this except a few bored tourists looking out their windows on the way back from Byron.
Assuming you put it next to the bypass.
I do like the fonts on the postcards tho.
Apaprently there isnt even a 7-Eleven in Coffs Habour…makes sence…
ROFLOCOPTER HAHAHAHAHA
EPIC FAIL
http://www.7eleven.com.au/stores/NSW/
BWAHAHAHAHAHAHAHAHA
Sorry guys. Good job.