In 2016 I was once again chosen to execute Superbalist's biggest sale campaign of the year for Black Friday, Dare to wait. The week-long campaign consisted of unmissable offers, that increased in value as the week progressed. The concept centred around the idea of daring to wait - do you shop today before your favourite items sell out, or do you dare to wait for a better offer and risk losing your favourites to others? The aesthetic, inspired by the internet, used memes to communicate relatable emotion and colours that increased in 'warmth' as the week progressed towards Black Friday (the biggest day). Touchpoints included email, email banners, homepage banners, blocks for the men, women and apartment pages, dropdowns, landing pages, as well as social posts and google ads.