Lu's idea portfolio​

If you live in Copenhagen, it’s impossible to miss the 7-eleven stores. Located at every corner of the city, 7-eleven has become a staple for Danish society. And in its name, lies its essence.

Whenever you are desperate, in a hurry _or on the opposite end of the spectrum_ with time to kill and nothing to do, 7-eleven is the option for you. It is easy, convenient, and always open; catering to all cravings. Even I have fallen trap to their unique smell and perfect amount of variety, buying their products when it’s both dark and desolated or sunny and crowded. 

Just like a friend, partner or relative, it’s always there, no matter the time or the occasion. It is the partner in crime to people’s life stories. After a break up, on a chill hang out with friends, it will always be there for you.

Therefore, I thought that for their next campaign, they could play with that idea and show people how important they have been in their lives.