Sheetz is a convenience store, gas station and fast food restaurant in Middle America. They only exist in 6 of America's 50 states, so while a lot of people may not know them, locals are fiercely loyal. Why? Because there is no judgment at Sheetz. It’s built for the heartland, for real people. You can order your burger on a waffle, get a 6-pack of beer,, and slurp milkshakes stuffed with gummy worms. You can get condoms, smokes, and a tank of gas, and feel right at home doing it. Sheetz is a place of liberation, and their bold new brand platform, “Why the Sheetz Not” encourages everyone to let go of their inhibitions, grab hold of their inner truths, and be unapologetic as they do. In a region that always feels like it’s being judged, it’s nice to have somebody say the things everybody thinks, but nobody says.

Our campaign explores the inner thoughts of three different people as they are liberated by Sheetz to explore their hidden desires. A middle aged woman is freed to buy all the condoms she can carry without judgment thanks to her ability to pay with the SheetzGo App and dodge the cashier. A man who has just had a vasectomy changes his mind about the operation mid-bite thanks to his custom Made-to-Order sandwich, because if he could create this amazing sandwich, what kind of kid would he create? And a child enjoying lunch with his mom at Sheetz forgets everything she told him about Sheetz’s charity program as he lusts after another customer’s fries.