Campaign · Performance
Expondo Black Week
A campaign theme and adaptation system that held the communication together across formats and channels.
- Client
- Expondo
- Project type
- Campaign · Performance
- My role
- Creative direction, campaign theme, landing page and adaptation set
- Scope
- Campaign theme, Landing page, Channel adaptations, Consistency rules
Context
Black Week is peak visual noise — everyone shouting in the same discount language, in the same colours.
The campaign had to stay recognisable while performing commercially, across a dozen formats at once.
Production time was short, so the answer had to be repeatable rather than reinvented for every channel.
Decision
I committed to a single strong graphic device applied consistently, instead of a separate idea per channel. Recognition came from repetition, not from the number of variants.
“Recognition comes from repetition, not from the number of ideas.”
Animation
Outcome
In a week where every brand shouts the same discount language, this campaign stood out through repetition rather than a fresh idea per channel — one graphic device carried across more than a dozen formats without losing recognition.
The short production window stopped being a constraint: once the rule was set, the whole channel set followed from it, landing page included, instead of being designed piece by piece.
Got something similar?
In a 30-minute call we’ll work out whether I’m right for the project. Afterwards you’ll know what scope makes sense and what should happen next.