LG FRANCE
Taking over the streets of Paris with
an eye-catching Black Friday campaign
Intro
This is a detailed overview of a creative project I had the pleasure of taking on as a Creative Designer at HSAd Frankfurt. Despite some roadblocks faced along the way the final result turned out a success according to all stakeholders’ feedback, surpassing initial expectations.
Role
Creative Direction:
Take charge of all research, concept, and art direction development.
Execute all aspects of motion graphics creation.
Responsibilities:
Conduct comprehensive research.
Develop conceptual framework and art direction.
Execute creation of all motion graphics.
Team
Heejin Huh, Micael Santos, Nicole Frost (HSAd Germany)
Methods Used
Competitive Analysis, Benchmarking, Target audience research
Challenge
This was the client’s first Digital Out Of Home (DOOH) campaign, therefore the data to back a certain visual language wasn’t there as a starting point for our team, this presented itself as an opportunity to explore,
while also being at risk of missing on an important seasonal campaign.
Solution
By performing an in-depth competitor analysis making sure that our direction was aligned to our audience. The use of small personal focus groups helped greatly on deciding about the final visual language.
Which generation spends the most
(in-store) on Black Friday?
Despite using data taken from UK, it was safe to say with further analysis that Gen Z consumers had the same behaviour across different countries when it came to Black Friday spending and Cyber Monday as well.
“In a survey looking into the shopping behavior of consumers over the Black Friday/Cyber Monday period, consumer intentions on shopping in-store varied across generations. Gen Z consumers were the most likely to shop in physical stores during Black Friday and Cyber Monday, with around 16 percent stating they were intending to shop in-store only. Gen X were the least likely to exclusively shop in-store.”
A brief competitors’ analysis
For me it was safe to assume that there was a pattern across all brands doing Black Friday ads: dark backgrounds, rough metallic textures, cyber-wave style design, and so on. My next challenge was to decide if we either follow the trend, break it, or stay in between.
Visual design elements
Upon deciding on which direction I needed to take, it was then time to explore the possibilities within our brand creation guidelines.
The outcome
All campaigns images rights are reserved to LG and its subsidiary HSAd.
