Client: Brack
Agency: Brinkertlück
Role: Creative Director, concept development and copy
Agency: Brinkertlück
Role: Creative Director, concept development and copy
Challenge
Stand out during Black Week, one of the most competitive moments in retail communication, while staying true to Brack’s playful brand tone.
Stand out during Black Week, one of the most competitive moments in retail communication, while staying true to Brack’s playful brand tone.
Idea
Instead of focusing only on 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.
Instead of focusing only on 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
The story started with switzerlands biggest newspapers. Advertorials reporting a mysterious break-in at Brack’s logistics center.
The narrative then continued on social media and inside the online shop with hidden clues and references.
The story started with switzerlands biggest newspapers. Advertorials reporting a mysterious break-in at Brack’s logistics center.
The narrative then continued on social media and inside the online shop with hidden clues and references.
The reveal followed with TV spots, digital content and nationwide DOOH placements showing Blacky clawing the best deals, turning the story into Brack’s Black Week campaign across multiple channels.
