7-Eleven | Hello Kitty 35th Anniversary Charms Collection | Hong Kong

Timed to coincide with the festive season, the campaign asks consumers (especially female ones) to think back to their first Hello Kitty. Also targeting men, the promotion proposes another gift idea for the women they admire. Redeeming the charms one by one also shows perseverance. Which is a necessary virtue if one is the pursuer in a relationship.

The thirty-six charms date back to the classic Hello Kitty design from 1974. In the commercial, Leo Burnett rewinds a girl’s life to the moment when she acquired her very first Hello Kitty bag. Her story is tracked from going to school as a young child to meeting a classmate and falling in love. The commercial is an innocent love story of the two main characters sharing a drink (symbolising indirect kissing) at school and subsequently marking their commitments to each other.

7-Eleven is launching advertisements across all above-the-line media with additional promotion through MSN, Facebook, She.com and more. The campaign will run till March 2010.



Credits:
Project Hello Kitty 35th Anniversary Charms Collection
Client 7-Eleven
Creative agency Leo Burnett, Hong Kong
Executive creative director Connie Lo
Creative director Miranda Shing
Art director Katie Ng, Mike Wong
Copywriters Paul Yu, Kiu Chan
Agency producer Joyce Mok
Media agency Zenith
Production compancy Tuckshop
Director Anthony Yip
Exposure Television, print, outdoor