Brief: Create the first Black Friday/Cyber Monday campaign for Nautica, driving people to Nautica.com and Macys Nautica Shop. The creative must break through the vast competition of BF promos and surprise Nautica customers and reach and convert new ones.
Campaign: Bark Friday/Cybark Monday. Video and Print campaign featuring dogs in the season's iconic items, including the Fisherman Sweater. A funny play on Black Friday/Cyber Monday called Bark Friday/Cybark Monday. This print ad tested the most breakthrough (which we called "barkthrough") of any ad tested that year.
Channels: New York Post and other American metro papers wrapped in Bark Friday creative for commuters. Digital video and ad placement. Nautica.com homepage takeover. Email blasts.