Dance the Slurp: Throwing it back to 1969 with an iconic summer drink.

This year in Canada, Slurpee turns fifty. The celebrations include a custom remix on an old favourite vinyl record, a choreographed dance, custom Snapchat filters, t-shirts, and some very retro vibes. We’re lucky enough to produce a campaign alongside Slurpee that has pushed us beyond our creative limits.

We sat down with Project Manager Taylor Lowe to discuss the Slurpee 50-year celebration campaign. Lowe has been leading the project which, besides motivating us creatively, involves challenges like tight turn-around times.

Collaboration breeds creativity.


Taylor, what do you like about this particular project?

Taylor Lowe: “There is so much collaboration. Even outside of our internal team, there are so many people involved from 7-Eleven, Snapchat, our team, and so on. Working with a big brand like Slurpee, they’re so well connected and collaborative. Everyone wants to be involved. We reached out to Daily Hive who were also really excited about the project. And now, some of the UGC videos that are coming in are insane. Some of the people sending them in even took the time to edit them. Dance studios are wanting to participate, too. Everyone is excited.”

Full-send mode for a good cause.


You mentioned the timeline is a lot more intense than usual?
TL: “Almost our entire team is working on a 24-hour turnaround. We’re compiling copy in a calendar in a day, writing KPI reports in 24 hours, our media team is doing pre-production, filming, editing, etc. in 72 hours. But as I said, everyone is so excited to collaborate and is in full send mode! It’s happening so fast, I can’t believe that I can keep track of all of it.

The whole campaign is a puzzle. I have to remember everything that’s happening currently, plan for the next phase, check-in on the success, and make sure my team is taken care of all at the same time! It’s a test and I like it.”

Once Dance The Slurp gets 25,000 uploads  7-Eleven will donate $50,000 to the Canadian Food Bank.


What has it been like working with the Slurpee team?

TL: “The client relationship is really cool.  We’ve got such great communication with Abby and Jennifer on their team. They’re super open, they know that things are a high priority but they don’t expect anything too outrageous. We both put in time outside of regular working hours but we are all in this together. Same with the other partners we have been working with.

How do you stay so positive while you’re so busy?

TL: “It makes such a huge difference when you’re working on something that’s so much fun. It’s one thing when you’re trying to motivate your team on something uninspiring or dull but when the campaign is so cool and there is so much creative freedom, it makes it that much easier to put in the time and brain power.

Plus, I have fun outside of work. I horseback ride, hang out with my friends, and gossip with my mom. My boyfriend is also a huge supporter – he’s always there to bring me back to the real (non-marketing) world.”

Can you explain the ‘creative freedom’ from Slurpee a little bit more?

TL: “Yeah, sure. It comes from the freedom we had when developing the campaign. The opportunity came from Daryl Louie when reached out to on a whim to a friend who worked at 7-Eleven. There was no RFP, there was no actual request for an agency at first. But, we knew we could do something really great for Slurpee Canada’s 50-year anniversary. So, we put together a proposal in four days with Scott Mackay which Slurpee was really excited about. We took a blue sky approach and dreamed big — they said yes to everything we proposed.”

 

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How did you get Dance the Slurp off the ground?

TL: “We did everything in phases. Phase one started with retro nostalgia, then phase two was the remixed hip hop version of Dance the Slurp. And now we’re heading into a more physical, dance-focused phase for phase 3.

As for the choreography for Dance the Slurp, we have Carlo Atienza to thank. He’s well known in Vancouver’s dance scene and we asked him to work with us on Slurpee. We also reached out to Chin Injeti, who is part of The New Royals production team and he remixed the Slurpee song, Dance the Slurp.”

And that’s just scratching the surface. What else has our team been doing for Slurpee?

TL: “Our graphic designer Roma Estevao designed t-shirts which will be sold on their website. Our web development team, lead by Rob Lista, redesigned their landing page. Every single department at AntiSocial is working together on this. We provided the choreography and remixed song so they could activate their Snapchat lense. They decided to digitally map the dance into Snapchat so your face is on a body dancing the slurp, which is really cool.

There are also tons of giveaways and prize packs up for grabs, the more people that upload themselves dancing the slurp, the better. Once there are 25,000 uploads, Slurpee is donating $50,000 to Food Bank Canada.”

This has been a huge learning curve. It’s an opportunity for us to push our own creative limits. And the campaign is only 8 weeks long.

The UGC content is blowing us away.


 

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Anything else you would like to say on the Slurpee campaign?

TL: “I’m very grateful for all the humans on this project and I’m grateful for Daryl Louie and Nicole Wei. It’s really nice to have someone who has your back all the time, people who are always there. There is no way each of us could function without the other.

Oh, and our video will be played on TV.  One of our 15-second cuts is going on TSN, which is very exciting.”