ASOS seized a unique opportunity on Black Friday to stand out from the crowd and expand its loyal customer base. By embracing its newly refreshed creative brand strategy, "your best friend, the expert stylist," the brand introduced a playfulness to the often-hectic shopping season.

Dubbed "Black Fri(Play)," this event showcased ASOS's vast range of products while encouraging customers to join the conversation and express themselves through their unique style. It was a thrilling chance for the brand to shine and demonstrate its commitment to fashion-loving 20-somethings.

Our digital playground of expression proved to be a game-changer in the sales strategy. The campaign featured dynamic monthly trend imagery and a bold graphic design that took their performance marketing to the next level. To add to the excitement, loyal customers were treated to offline experiential pop-up events broadcast on social media. We wanted to be everywhere, all at once, making it an unforgettable experience that left a lasting impression on all who participated.