ANYTHINK CAN HAPPEN IN THE BLACKOUT
Everyone’s doing the same in the retail industry, shouting louder and louder to get people through the doors. It’s a race to the bottom. But we have all forgotten a very important thing: shopping is meant to be fun! We wanted to remind everyone that shopping is more than just finding a good deal, it’s a wonderful escape from reality. And what better way to escape the boring everyday than with a blackout? It’s a rare moment where the world shuts down and everyone comes together. Because boring ends, when the blackout begins.
Introducing a different kind of tactical campaign, The House of Fraser Blackout: a 5-day in-store takeover, where they flip the switch, drop the prices on new season and line up one surprise after another. Across the country, you’ll find secret sales, dining in the dark, a Moet bowling alley and so much more.
The Blackout will launch with a 360 campaign, kicking off with 4 TV ads created together with director duo Vaughan and Anthea from Moxie Pictures. With only 10 seconds of media space, it was essential to create the biggest impact possible to secure a cut through – this called for a pitch-black studio, projection art using the iconic House of Fraser pink and dancers who move in and out of the dark.
The Blackout is a standalone event that’s never been seen before, keeping the look and feel fresh yet consistent with the world of House of Fraser. 18 Feet and Rising made sure that everything from OOH to digital was as carefully crafted as the TV, and the in-house design team worked closely together with Vaughan and Anthea to create the projection art.