Client: Brack
Agency: Brinkertlück
Role: Creative Director, I developed and led the campaign end-to-end from concept and copy to AI-driven execution.
Agency: Brinkertlück
Role: Creative Director, I developed and led the campaign end-to-end from concept and copy to AI-driven execution.
Challenge
Create a distinctive campaign that stands out in a crowded market while being flexible enough to work across multiple channels and formats.
Create a distinctive campaign that stands out in a crowded market while being flexible enough to work across multiple channels and formats.
Idea
A campaign built around a simple but distinctive character. Turning Blacky into a recognisable brand asset across multiple touchpoints.
Instead of focusing only on loud discounts, the campaign introduced a mysterious intruder: Blacky, the black cat.
According to the story, she broke into Brack’s logistics center and scratched the prices down even further because she simply hates expensive products.
A campaign built around a simple but distinctive character. Turning Blacky into a recognisable brand asset across multiple touchpoints.
Instead of focusing only on loud discounts, the campaign introduced a mysterious intruder: Blacky, the black cat.
According to the story, she broke into Brack’s logistics center and scratched the prices down even further because she simply hates expensive products.
Execution
A fully AI-driven campaign combining generative visuals, films and crafted copy.
The story started in Switzerland’s biggest newspapers, with advertorials reporting a mysterious break-in at Brack’s logistics center.
It then continued across social media and the online shop through hidden clues and references.
It then continued across social media and the online shop through hidden clues and references.
The reveal followed with TV spots, digital content and nationwide DOOH placements, showing Blacky clawing the best deals and turning the story into Brack’s Black Week campaign.
