My Protein- Black Friday Campaign

I worked with the team at THG to create a Black Friday campaign that really needed to stand out from the competition. Targeting a Gen-Z audience, we wanted something that would feel fun, memorable, and celebrate THG’s biggest Black Friday sale to date. That’s how we landed on “The G.O.A.T. Black Friday” — their Greatest Of All Time sale.

G.O.A.T. is a term that resonates with MyProtein’s audience, so it made perfect sense. Hagrid the goat, stole the campaign. Yes, Hagrid the goat. It was as ridiculous as it sounds, but it worked, and it definitely got people talking!