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Creative Direction

How do you Black Friday? was Myprotein’s global Cyber 2025 campaign, designed to cut through Black Friday deal fatigue by reflecting how people actually shop.

Built on deep behavioural insight, the campaign reframed Cyber not as a single sales moment but as part of culture: from early research and denial, through basket-building, late-night checkouts and full-scale stockpiling. This was all

Rather than shouting discounts, the idea made customer behaviour the hero and used observational humour to spotlight recognisable shopper archetypes. By acknowledging scepticism, FOMO and the ritualised nature of deal-hunting, the work positioned Myprotein as a trusted guide through the chaos: quality products, genuine value and clarity when it matters most.

The platform was built to flex across seeding, go-live and sale phases, scaling seamlessly across paid and organic social, CRM, site, app, creator partnerships and retail touchpoints.

We worked closely with insight teams to define the behavioural lens behind How Do You Black Friday? and focussed on how humour, product storytelling and quality cues worked together across channels without diluting conversion performance.

The result was a commercially effective Black Friday campaign that felt self-aware, human and credible, elevating Myprotein beyond generic sale noise while driving confidence, engagement, conversion and long-term brand trust.