GWR Black Friday campaign

The brief was to explore different concepts for 2022 Black Friday offer, then develop client's preferred route and design campaign assets for three phase delivery across various channels. Working closely with a copy writer, three visually different concepts were proposed. The client preferred the illustrative ‘Smart Cookie’ route. This was the outlier in terms of style, but had strong potential for using animation, and clever copy lines. The illustration was re-worked to be more cookie like and storyboards for animation were produced for an animator to bring the visual to life. Assets were designed for social media, website and app banners and emails. The campaign exceeded performance targets, impressing the client with a final count of 3008 completely new sign-ups out of a total of 7245 overall unique sign-ups.