We were briefed to make Booking.com feel like the biggest deal this Black Friday —Using big -> bigger as the red threat of the campaign.

Approach

There are SO many big deals to choose from this Black Friday,
but none come even close to the scale that travel offers.

Creative Idea

Let’s show that travel is the biggest deal out there through unexpected and entertaining comparisons.

The campaign ran in two phases:

Phase 1: Let people know we had Black Friday deals — and position travel as the biggest deal of all.

Phase 2: Highlight the full scope of Booking.com’s offering, across all verticals — from stays and road trips to cruises and car rentals.