Black Friday is designed to create urgency, but for consumers it can often feel overwhelming. To cut through the noise, we introduced the MyProtein Deal Guru: a calm, trusted guide who helped shoppers navigate the chaos with confidence. The campaign transformed a sales event into a distinctive brand moment and was recognised with a Bronze Drum Roses Creative Award.
Credits:
Agency: THG Studios
CCO: Danielle Gaboury
ECD: Mike Scott
CD: Andy Roberts
Creative Lead: James Farndale
Director: Markus Meedt
