Screwfix’s Black Friday deals have landed with an epic integrated campaign from independent creative agency Five by Five.
The multi-channel ‘Deals Have Landed’ campaign, which highlights Screwfix’s many Black Friday deals, centres around bold, oversized text and hero products falling into shot, landing with an impact, and sending a vibrant cloud of blue and red dust into the air - all accompanied by dramatic music and voice over.
With this being a year of retail like no other, Five by Five worked to create a campaign that would cut through the white noise of Black Friday - not only within the construction industry, but for advertisers as a whole. With numerous brands fighting for attention over the busy period, they ensured the spot stood out from the crowd to deliver strong results for Screwfix, crafting an ad that demanded attention from viewers and placed a heavy emphasis on the products, using vibrant colours that maximised Screwfix’s brand codes.
Due to Coronavirus restrictions and time constraints currently affecting full-scale production shoots, Five by Five made the decision to craft an animated campaign. With the ad needing to stand out against other Black Friday efforts, the team elevated the spot by adding CG and organising a two-day photography shoot - establishing complete control over how the products were displayed. This allowed Five by Five to ensure all lighting and angling perfectly complemented the products, making them stand out dramatically against the black background and colourful dust.
Having worked with Screwfix for almost three years, Five by Five has established a strong, collaborative relationship with the brand. Recently crafting the brand’s Sky Sports / ITV idents, the agency was able to swiftly pivot from an emotional narrative showcasing how families can enjoy football at home to a bold Black Friday campaign that was much more tactical - grabbing customers’ attention and ensuring a sense of urgency.
Sarah Strange, client director at Five by Five, comments: “We love being the lead creative agency for Screwfix, and part of that is the real diversity of campaigns we work on. We’ve recently created two very distinct campaigns in quick succession and have maintained momentum at all times. We have a very open and collaborative relationship with Screwfix, so approvals on creative concepts, storyboards, scripts, and music were done at record pace. This wasn’t your average Black Friday product and price ad, and it certainly pushed the creative boundaries for the brand.”
The campaign is now live across TV, radio, social, POS, and digital.