Once upon a time Black Friday was simply Friday. A day after Thanksgiving when families and friends could spend time together to relax and continue to give thanks. But today, that’s no longer the case. Black Friday has morphed into a cultural phenomenon, dominated by flash sales and retailers cutting into Thanksgiving night to open their doors to the masses.
That’s why Santander set out to redefine those two words, with a new campaign from Arnold. We are cultivating gratitude during a hyped-up spending timeframe with a set of digital content, featuring online video, social media posts, and an immersive webpage experience. As a bank dedicated to making real and meaningful change for our customers and communities, we’re putting a new perspective on how we can make the day after Thanksgiving more meaningful.
* November 24, 2014 article in Fast Company Co.Create: “Here Are Some Ideas For Redefining Black Friday, Courtesy Of…A Bank”
* November 26, 2014 article in Campaign Live: “Santander Bank campaign adds family values to ‘Black Friday'”