To promote its Black Friday sale online retailer Very.co.uk has teamed up with The Gate to create a commercial that will run in the lead up to the busiest shopping day of the year.
In addition to a number of TV broadcast versions The Gate has created a suite of moving image assets to work across video on demand and online display with the creative evolving over the 48 hour campaign period in order to build anticipation for the offers coming throughout the day.
Very.co.uk’s group digital and video creative manager Joseph Gummett said: “Following the success of Black Friday for Very in 2013 we were tasked to deliver a world class campaign, generating hype and anticipation for this year’s event involving thousands of market beating deals, all for one day only.”
The Gate managing director, Steven Byrne, added that Very.co.uk’s internal creative team, who led the project, had a “strong vision for what they wanted to achieve” from the outset and that The Gate was looking forward to working on further tactical projects with the retailer in the new year.
Working in collaboration with post house Edit 19 the work took three weeks to complete and sees RealFlow and NukeX used to create the thick, shiny black liquid which engulfs the brand’s famous pink background.
“Due to the short nature of the campaign we set out to create a simple visual metaphor with a distinctive and ownable aesthetic. The normally colourful Very is engulfed by black, representing a dramatic change and a sense of drama. Whilst staying true to the brand, the neon lettering serves to reinforce the ‘joyfully sinister’ feel of the campaign,” said Gummett.
Very.co.uk’s Black Friday sale starts at 7am tomorrow (Friday 28 November).