A global phenomenon, Slurpee BYO Cup Day is the one day of the year when Slurpee fans can bring any vessel they want into 7-Eleven and fill it with Slurpee.

To ensure no fan was caught without a cup, we hung a variety of Slurpee-branded vessels on street posters promoting the event.

Posters were strategically positioned on a high-traffic street near several 7-Elevens, allowing Slurpers to grab a cup and conveniently fill it just around the corner.

Posters were continually replenished throughout the day, as quickly as the cups disappeared, until every cup was taken.

Posters were affixed with hooks to hang various vessels – watering cans, hot water bottles, buckets and gloves. The Slurpee brand is rebellious by nature so the posters deliberately did not include instructions for people to take the vessels. They relied on people being rebellious enough to swipe them in broad daylight, which they did. The posters were part of a street domination media buy whereby they lined both sides of a high traffic street, close to several 7-Eleven stores. This meant that people didn’t have to travel far to fill up their cups with Slurpee.