Santander campaign challenges Americans to redefine 'Black Friday' as a day to spend with friends and family

Santander, a relative newcomer to the US market, has turned to Arnold Worldwide to help buck the Black Friday shopping trend and redefine the day as not one to spend money but one to spend time with family and friends.

Through an integrated marketing campaign Santander is promoting its family values and European roots encouraging Americans to create their own meanings for Black Friday.

To kick things off the bank has offered new ideas for the day including ‘Black Top Friday’, spent shooting hoops with the kids of friends, ‘Black Belt Friday’, spent having a Kung Fu movie marathon, and ‘Black Bean Soup Friday’, spent volunteering for the day.

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