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Which?: See Sales in a Different Light by St Lukes

Client: Which?
Date: Oct 2021
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Upon first viewing, the billboards communicate typical sales messages that consumers are familiar with on the run-up to Black Friday, but once illuminated an unexpected additional sentence gives the campaign a new angle – to shop smarter.

In a stark twist, ‘Buy now pay later’ becomes ‘Buy now but our planet doesn’t have to pay later’; ‘Bargain bin’ turns into ‘Find a bargain that doesn’t end up in your bin’; and ‘Super savings’ becomes ‘Superficial savings.’

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