Created for Bing Lee’s Black Friday Sale, this integrated campaign was designed to cut through one of retail’s most competitive trading periods with a bold, high-impact visual identity. Delivered across TV, web, social media and in-store environments, the campaign created a consistent brand experience that captured attention, built excitement and reinforced Bing Lee’s retail presence at every customer touchpoint.
Freelance contract via FUPHY MEDIA GROUP.
Black Friday is one of retail’s most competitive moments, where brands have only seconds to capture attention. This campaign was designed to cut through the noise with a bold, instantly recognisable creative system that translated seamlessly across television, digital, social, web and retail environments, delivering a unified campaign experience that drove visibility and strengthened brand recognition.
CASE STUDY
The Problem
Bing Lee required a high-impact End of Financial Year campaign capable of driving immediate retail sales while remaining flexible enough to work consistently across television, digital, social media, catalogues, point-of-sale and in-store environments.
Bing Lee required a high-impact End of Financial Year campaign capable of driving immediate retail sales while remaining flexible enough to work consistently across television, digital, social media, catalogues, point-of-sale and in-store environments.
The Insight
Consumers are overwhelmed during promotional periods. Success relies on creating a campaign with clear messaging, strong visual hierarchy and consistent execution that makes purchasing decisions quick and easy.
Consumers are overwhelmed during promotional periods. Success relies on creating a campaign with clear messaging, strong visual hierarchy and consistent execution that makes purchasing decisions quick and easy.
The Idea
Develop a bold retail campaign that balanced promotional urgency with Bing Lee’s trusted reputation, ensuring every customer touchpoint reinforced the same message regardless of channel.
Develop a bold retail campaign that balanced promotional urgency with Bing Lee’s trusted reputation, ensuring every customer touchpoint reinforced the same message regardless of channel.
The Execution
I led the creative development across television commercials, digital advertising, social media assets, web graphics, in-store collateral, outdoor advertising and production artwork. Working closely with marketing teams and suppliers, I ensured the campaign remained visually consistent while adapting to multiple formats and retail environments.
I led the creative development across television commercials, digital advertising, social media assets, web graphics, in-store collateral, outdoor advertising and production artwork. Working closely with marketing teams and suppliers, I ensured the campaign remained visually consistent while adapting to multiple formats and retail environments.
The Outcome
The campaign successfully delivered a unified retail presence across every customer touchpoint, helping Bing Lee maintain strong brand recognition while supporting promotional sales throughout the campaign period.
The campaign successfully delivered a unified retail presence across every customer touchpoint, helping Bing Lee maintain strong brand recognition while supporting promotional sales throughout the campaign period.
My Role
Creative Direction • Campaign Concept • TV Commercial Creative • Digital Advertising • Social Media Creative • Point-of-Sale Design • Catalogue Design • Retail Campaign Rollout • Production Artwork • Print Management
Creative Direction • Campaign Concept • TV Commercial Creative • Digital Advertising • Social Media Creative • Point-of-Sale Design • Catalogue Design • Retail Campaign Rollout • Production Artwork • Print Management