Turning Black Friday skepticism into an absurdly real campaign

Year

2025

Client

Delivery Much · Food Delivery Marketplace

Timeframe

4 weeks

Black Delivery is Delivery Much’s annual Black Friday campaign. For 2025, I turned the skepticism around Black Friday deals into the creative idea itself, building a campaign around offers so good they sounded almost unbelievable.

The challenge

Black Friday had become crowded with the same promotional language, while skepticism around supposedly great deals was growing. Delivery Much needed to cut through the noise without looking like another discount campaign and still give people a reason to open the app and buy.

The solution

I leaned into disbelief instead of fighting it. “Promos absurdamente reais” (“Absurdly real deals”) turned the tension between what looks fake and what is actually real into the campaign idea. I used gossip, curiosity, humor, and exaggeration to make the offers feel more like something worth talking about than traditional retail advertising. From there, I developed the creative direction and messaging across social, creators, CRM, in-app communication, OOH, radio, TV, and the Black Friday live shopping event on Instagram.