BBQGuys 2024 Holiday Creative Approach
Role: Art Director/Design Lead
Partners: Brand & Copy Lead
Stakeholders: Senior Brand + Creative Director, Channel Leads, Category Managers
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From late October thru mid-December, we’ll feature promotional and gifting focused creative to:
Drive traffic and higher sales through strategic promotions.
Expand visibility and attract new customers with targeted holiday marketing efforts.
Encourage larger purchases through upselling, cross-selling, and gifts.
BBQGuys Holiday campaign encompasses five flights to target consumer mindset during the next few months.
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Establish Holiday look and feel for each flight of the campaign with a cohesive creative system to capture an maintain consumer interest for this season.
Creative should have a crescendo effect with Black Friday and Cyber Monday being the loudest to cut through the noise.
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Partner closely with x-functional partners to drive channel and creative strategy
Work with Copy Lead to concept and strategize for each flight of Holiday
Outline design and photography guidelines for junior designers to execute on.
Early Black Friday
Photography: People & Backyard, Product Environmental
Colors: Signature Orange, Black, White
Lifestyle Imagery should lean into warmer hues and the transition between fall and winter; image should be clear they are outdoors.
Play with crops and placement to create visual interest
Make sure the product is clear in the design.Ensure typographic treatments are balanced with the frame and image with clear hierarchy
Always make sure unfilled baubles are accessible
Be intentional with bauble usage (ie. fills vs unfilled, up to 60% off vs. Shop Early Deals)
Black Friday
Photography: Product Environmental, Studio/Sihouettes
Colors: Deep Ruby, Signature Orange, Black, White
Product environmental should be “in-season” when possible; keep Christmas props to a minimal and showcase seasonality through colors within the image.
Choose simple clear product images. Use product environmental when possible
Ensure silhouettes are clean cut-outs.
Make sure the product is clear in the design.
Be intentional with flambeau usage (ie. do not put up to 60% off with a top promo)
Cyber Monday
Photography: Product Environmental, Studio/Sihouettes
Colors: Fern, Fresh Grass, Black, White
Product environmental should be “in-season” when possible; keep Christmas props to a minimal and showcase seasonality through colors within the image.
Choose simple clear product images. Use product environmental when possible
Ensure silhouettes are clean cut-outs
Make sure the product is clear in the design.
Be intentional with flambeau usage (ie. do not put up to 60% off with a top promo)
Last Minute Savings
Photography: People & Backyard, Product Environmental
Colors: Ceramic Blue, Sky, White, Black
Lifestyle Imagery & product environmental should lean winter with more holiday elements. Bring warmth to the imagery through moments and fire.
Play with crops and placement to create visual interest. Make sure the product is clear in the design.
Ensure typographic treatments are balanced with the frame and image with clear hierarchy
Always make sure unfilled baubles are accessible
Be intentional with bauble usage (ie. fills vs unfilled, up to 60% off vs. Shop Early Deals)
