Slurpee is 7-Eleven’s signature frozen drink and a piece of pop culture for most Australians who have been enjoying it any way they wanted for ages. But the only thing that never changed was the cup.

But last year, facing intense competition, they changed the basic rule: they invited the nation to fill ‘anything’ they wanted for the price of a medium Slurpee. BYO Cup Day was born.

The most interesting part is how the campaign unfolded in terms of consumer participation, socia media amplification and integration. Great video for a simple and very engaging promotion.

It won a Cannes Promo & Activation Silver Lion.

Regional Executive Creative Director Geometry Global Asia Pacific