Dec 06, 2018
7-ELEVEN Force of Love
Arm-wrestling game machine that conquers social problem monsters by raising money and arm-wrestling

We launched the 7-ELEVEN “Strength of Love” campaign in partnership with ADK Taiwan, creating 10 unique arm wrestling machines.

The campaign, which was part of 7-ELEVEN Taiwan’s annual charity donations project, popped up in locations across Taiwan from December 2018 to January 2019. The machines were placed at participating 7-ELEVEN stores, inviting customers to donate spare change through an “arm-wrestling match”. The monster characters, each representing ten social challenges faced by the elderly population in Taiwan, were designed by Sticky Monster Lab from Seoul, Korea. By wrestling with an issue/monster, customers were also given the chance to receive custom-designed character cards.

ADFEST 2020, Guerrilla Marketing category, SILVER

ADK Taiwan
Design Director
Art Director / Senior Designer
Project Manager
Project Manager
Lin Hsiang Yin
Wei-Li Lo
Chao Hao Yan
Tech Advisor
Creative Advisor
Chief Creative Officer
Richard Yu (ADK Taiwan)
Group Creative Director
Kurt Lin (ADK Taiwan)
Associate Creative Director
Morning Yu (ADK Taiwan)
Copy Writer
Lee Bo (ADK Taiwan)
Art Director
Lin Yu Zen (ADK Taiwan)
Art Director
Bell Bai (ADK Taiwan)
Account Director
Shika Hsieh (ADK Taiwan)
Character Design
Sticky Monster Lab
Design Director / Tech Director
Chi-Chen Yang (Play Design Lab)
Production Manager
Ming-Hui Lin (Play Design Lab)
Design Director
Chiao-Chun Su (23 Design)
Installation Production
Chi-Tsung Chen (23 Design)
Mechanical Engineer
Zhi-Hong Wong (23 Design)
Electronic Engineer
Ben Hsu (23 Design)
Photo Source
ADK Taiwan, 23Design