TBWA KL turns 7-Eleven into an Iftar clock

TBWA Kuala Lumpur partnered with 7-Eleven to solve a business problem: making the brand a genuinely useful and helpful convenience stop for those who couldn’t buka puasa (break fast) at home. By serving as an Iftar clock – turning their signage into functional Iftar Clock billboards – 7-Eleven became the only brand able to serve people in this purposeful way during Ramadan.

TBWA Kuala Lumpur wanted people to think of 7-Eleven whenever they thought about iftar.

The idea was simple: 7-Eleven already sounds like a time. What if the brand itself showed the time of iftar? It was a natural way for 7-Eleven to become part of the Ramadan conversation and culture.

By turning the 7-Eleven logo into the actual iftar time, the brand became genuinely helpful, playing a meaningful role in people’s daily Ramadan routine.

Jessie Chuah, Marketing General Manager, 7-Eleven Malaysia, said: “At its core, the campaign supports 7-Eleven’s platform “Kemeriahan Lebih Berbaloi Dengan 7-Eleven. Ramadan is a time of togetherness and shared moments, especially around iftar. Through this campaign, 7-Eleven positions itself as a brand that is present in that everyday moment, while offering convenient and affordable options for Malaysians preparing to break fast. By linking the brand directly to the time of iftar, the campaign reinforces 7-Eleven’s role as a reliable and convenient stop during Ramadan.”

Credits
Agency: TBWA Kuala Lumpur
CEO: Yee Hui Tsin
Creative Chief Officer: Yee Wai Khuen
Creative Director: Mo Nazmi Ahmad
Senior Art Director: Amirul Abdul Halim, Fadhel Samah.
Copywriter: Mo Nazmi Ahmad, Destiny Naidu
Designer: Olivia Chiong
Creative Content Executive: Megat Arezza
Senior Brand Director: Jerry Lim
Brand Director: Bruce Wong
Strategy Director: Shalini Rupesinghe
Media partner: Unravel Media
OOH partner: Visual Retale, 3Thirds Inc.