SO DON’T BORE transformed 7-Eleven’s new premium sourdough bread series (酸種酵母麵包) into a delightful celebration of artisanal baking. Here’s how we brought the campaign to life:

The Idea


To showcase 7-SELECT’s premium bread-making process, we created a whimsical world where ingredients come to life. The campaign features two loveable characters: an Italian Madre yeast baker with over 100 years of heritage #瑪德莉酵母, paired with premium Japanese flour #日本小麥子. Together, they host the “Madre Yeast Festival” (瑪德莉酵母祭) to craft the new sourdough bread—making the complex artisanal process approachable and engaging for mass audiences. 

Creative Execution


We developed an animated story where our charming characters guide viewers through the art of bread-making. The promotional animation stroke a delicate balance between highlighting premium quality and maintaining mass appeal, transforming technical processes into entertaining content that resonated with everyday consumers. 

Activation


The campaign culminated in a five-day “Madre Yeast Bread Truck” (瑪德莉酵母祭流動車)  event, featuring interactive Bread Claw Machines that dispensed special blind boxes. Touring high-traffic locations such as Tsim Sha Tsui and Causeway Bay, the roadshow successfully engaged over a thousand participants who brought home premium bread products.

Scope of Work

• Creative Ideation
• Video
• KV 

• Roadshow Activation
• POSM Adaptations

• Social Content Creation