Deals of desire
Come for the DEALS.
Stay for the dRAMA.
What is Walmart serving up in November? All sorts of Black Friday Deals, of course. So many, that they wanted shoppers checking the app every 👏 single 👏 day 👏 during Black Friday season. If there’s one thing we know about the attention economy these days, it’s that variety and novelty is what keeps ‘em coming back for more.
Introducing… Deals of Desire, a content series that switched genres and revealed new celebrity talent each week, blurring the lines between advertising & entertainment along the way.
BEHIND-THE-SCENES, SORT OF…
Making a fake television series wasn’t enough. We also created a mockumentary-style content series taking viewers behind the scenes, starring TikTok royalty Jake Shane as our very own Production Assistant.
Our “Making of: Deals of Desire” broke the mold for innovative content, winning various industry recognition:
Clio Entertainment Awards Bronze 🏆 Influencer & Talent Storytelling
Clio Entertainment Awards Shortlist 🏆 Brand Promo
Gold Addy 🏆 Online & Interactive
Silver Addy 🏆 Social Media Campaign
AICP Awards Shortlist 🏆 Branded Content & Entertainment
“Deals of Desire” helped Walmart Black Friday Deals break records, lifting sales 5%, and making Walmart the #1 most searched retailer for Black Friday.
Jake’s Job
We went deep. Really deep. Jake’s involvement as the Production Assistant was used as a through-line for all of the content, giving shoppers a way to follow along on Walmart’s brand channels.
Jake’s Genre Reveals
JAKE… STOP ALREADY…
FAN EDITS
To highlight our genre celebrity casting, we created fan edit videos, mimicking the look of videos made by internet fandoms. If you can’t beat the conversation, join it like a fan.
BUILDING BUZZ
Borrowing a note from other entertainment campaigns, we captured portraiture at each phase of the project and made “Deals of Desire” feel like the next binge-worthy show in your queue.
CREDITS
Creative Direction:
Sara Cummings, Abby Gross, Danny Weilandt*
Creatives:
Lexey Watson, Reilly Harmer, Kayla Hall, Grace Geary
“DEALS OF DESIRE” Director:
Marc Webb
“THE MAKING OF DEALS OF DESIRE” Director:
Paul Briganti
Still Photographer:
Tina Rowden
Production:
Radical
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*🤰NOTE: Swan was not involved in this project. She was hard at work in post-production on another impressive creative endeavor: having a human baby.