Black Friday is one of the biggest acquisition moment. For 2025, I led a bolder, more playful creative direction while keeping the offer crystal clear.

The problem

Every brand shouts a discount on Black Friday. Our past campaigns communicated the offer but didn't stand out or create an emotional connection. We needed creatives that would:

• Make the value instantly understandable

• Earn attention in the first seconds

• Drive action, not just awareness

The challenge

• Stand out without losing Brevo's brand identity

• Balance clear, conversion-focused messaging with a playful tone

• Adapt to different channels (Website, Social Media, Display, Masthead, YouTube/Demand Gen, UGC)

• Deliver every asset in 3+ languages, keeping the concept, offer and layout consistent across markets

• Align stakeholders on a bolder direction with no guarantee of results

Approach

Four principles guided every concept: make the offer unmissable, turn shopping into play, make every click feel like a win, and inject energy.

After benchmarking, we proposed four concepts: Spin & Win, Divine Deal, Sticky Notes, and Pop Price Tag.

Decision

We tested two creative territories using concepts 1 and 2:

• Simple & Minimalist: clear messaging, built for conversion

• Playful & Engaging: fun and dynamic, built for interaction and brand awareness

The goal was to learn which resonated best by channel and apply it to future campaigns.