Lightning in a bottle. A match made in Heaven.

Try convincing a brand to make fun of itself. And then try to deliver a creative execution that meets the extraordinarily high expectations of the fan base of an iconic entertainment property 18 years in the making. In 2007, we did.

18 months of sell-in and planning. The idea completely died more times than I can remember. But ultimately, we were able to do it ... we converted twelve 7-Eleven stores in North America into Kwik-E-Marts, the convenience store from The Simpsons. Additionally, we produced a lot of the products that had previously only existed in animated form.

The most professional fun I've ever had, and the most scared about an idea I've ever been. But ultimately, customers loved it. And they waited upwards of 3 hours just to get a chance to go in to a Kwik-E-Mart.

Sales were through the roof, and 7-Eleven was suddenly cool again. We picked up 2 Gold Lions for the initiative, and the Wall Street Journal named it the #2 advertising idea of the decade!

"D'oh Thank Heaven" we had clients who were willing to take a chance with us.