These billboards reveal the hidden dangers of Black Friday bargains

U.K. consumer guide 'Which?' is warning shoppers ahead of the year's biggest shopping day

Published On
Oct 12, 2021

Editor's Pick

A clever outdoor campaign from "Which?" the U.K.'s best-known consumer guide, reveals the hidden dangers of "bargains," "deals" and "buy now pay later" offers ahead of Black Friday and the holiday shopping season.

Agency St. Luke's created neon-lit billboards which upon first glance appear to show a familiar sales message. But once illuminated, secondary text lights up that flips the initial messaging on its head.

For example: "Buy Now Pay Later" becomes “Buy Now but our planet doesn’t have to Pay Later.” "Bargain Bin" turns into “Find a bargain that doesn’t end up in your bin" and "Super Savings" becomes “Superficial Savings.” 


The idea is to warn shoppers to not be dazzled by flashy sales bargains and think carefully before they buy—which would, naturally, include consulting "Which?"

The campaign arrives as the brand, which is part of the U.K. Consumers Association, aims to underline its position as champion of consumers as well as a destination for reviews and comparisons. 


“When the sale season comes, brands often try to whip consumers up into a frenzy, telling them to buy now or miss out," said  out Richard Denney, executive creative director at St Luke’s. "But those short-term bargains often turn out to be long-term duds, obsolete or buried in landfill."

"From Black Friday through to the January Sales, we are all bombarded with high-pressure, time-sensitive sales messages," added Neil Caldicott, audience, brand and communications director at Which?, in a statement. "We believe it's important to arm shoppers with the necessary information to help them to find the best deals and shop smarter for the best products for their particular needs, rather than being panicked into a purchase that they might regret."




Oct 12, 2021
Client :
Agency :
St. Luke's
Executive Creative Director :
Richard Denney
Agency Creative :
Laura Stevens
Agency Creative :
Claire Wombwell
Lead animator and designer :
Jon Hubbard
Animator and designer :
Anthony Birland
Designer :
Vanisha Mistry
Designer :
Dan Forde
Chief Strategy Officer :
Dan Hulse
Planning Director :
Charlotte Walters
Business Lead :
Leanne Silman
Account Director :
Rob Evans
Account Manager :
Charlotte Crawley
Agency Producer :
Christine Sibthorp

Need a credit fix? Contact the Creativity Editors

Project Type