Concept and execution for Superbalist's biggest sale campaign of 2015. The Black Friday campaign's concept centred around the idea of literally 'breaking the internet' as during last year's Black Friday sale crashed because of high volumes of site traffic. The campaign encouraged people to shop online on every day of the sale, with unmissable offers increasing in value as the week progressed. The creative needed to be bold and disruptive, unlike anything Superbalist had done throughout the year. The aesthetic, inspired by Glitch art, reinforced the concept that was literally broken. And the copy was based closely on 'instant message speak' to tie in with the internet-themed concept and push the feeling of urgency. Touchpoints included email, email banners, blocks for the homepage, men, women and apartment pages, dropdowns, landing pages, as well as social posts and google ads.