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.

[Awards]
ADFEST 2020, Guerrilla Marketing category, SILVER