BIG DEAL ENERGY

GYMSHARK BLACK FRIDAY

THE CONTEXT

Our brief was to ensure Gymshark’s Black Friday campaign was ‘disruptive, without taking unnecessary risks’, while emphasising that the sale would be taking place early this year.

THE CONCEPT

Showcase the feeling and attitude of exuberant confidence evoked by successfully shopping the Gymshark Black Friday sale. A.k.a Big Deal Energy.

THE CONTENT

Extravagant, lavish and contemporary messaging and creative was built around a tangible ‘Big Deal Energy’ experience.

Some big names in social media and conditioning, including KSI, Behzinga, Calfreezy, Munya Chawawa & Ryan Terry experience what it’s like to shop the Gymshark Sale and get their Big Deal Energy.

HERO VIDEO

AIn marketing comms, the messaging hierarchy shifted slightly. The sale proposition was prioritised, with Big Deal Energy providing a secondary message.
Smaller Deal Energy, I guess.

EMAIL MARKETING

ANNOUNCEMENT

Subject Line: Breaking News: Black Friday's coming early this year.
Preview Text: Sources say there's up to 50% off selected lines from Nov 13th.

LAUNCH

Subject Line: Now Live: Up to 50% off selected lines.
Preview Text: Black Friday's here early. Get your Big Deal Energy now.

Our Lead Gen prospecting campaign hinted at a sale period coming soon for Gymshark - encouraging sign-up - by utilising key visuals from the hero campaign in ads inspired by movie posters.

LEAD GEN

THE CREDITS

Copywriter: Harry Foley
Creative: Mike Raven
Producer: Sarah Clarke
Videographer: Thom Williams, Jack Bywater
Edit: Aidan Broletti
Designer: Nathan Barnett
Artworker: Cam MacRae, Dylan Patel
Stylist: Alanya French-Barnbrook