During Ramadan in Malaysia, Muslims break their fast at iftar, a time that varies slightly by state and shifts throughout the month, leading millions to check daily for accurate timings. Despite this highly anticipated moment, 7-Eleven is rarely part of the conversation, as bazaars dominate iftar planning.

Recognising that iftar almost always occurs at seven-something in the evening, we leveraged the brand's name to become contextually relevant by transforming “7-Eleven” into a real-time indicator of iftar. This campaign was executed across social media and digital out-of-home screens, with the iftar timings updated accordingly.

By syncing its identity with a daily ritual people were already paying attention to, 7-Eleven embedded itself into Ramadan culture, becoming both a useful reference for when to break fast and a convenient destination to do so.