Nothing good happens between the hours of 7-11. That's why we decided to give the 7/11 brand an alter ego: 11/7.
Logo Re-design: (Logo changes on neon signs exactly at 11 p.m.)
These first set of billboards would be a series of three sequential digital billboards along a high way, with heavy traffic, that would tell a short story for drivers to see as they sat in traffic. The series would change to at 11 p.m.
These prints would appear on digital billboards, with a print running from 7 a.m. to 11 p.m. urging viewers to return at 11 p.m. to see the intended message.
The after hour taxi, available for an increased price after 11 p.m. in select U.S. cities.
"Fuel" stations that are available after 11 p.m. Bring a container of choice, purchase tokens that release a select amount of slushy inside the 7/11 store, and then go back outside and fill their containers with slushy using a fuel nozzle.