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Special Project

Special Project
From the 10th Annual Shorty Awards

Black Friday Breakup

Finalist in Retail & E-Commerce


The Background

From an inclusive size offering (XXS - 4X) to our nationally acclaimed employee modeled swimsuit campaign, our community takes notice when we show who we are and what we stand for - a retro-inspired fashion brand that is deeply rooted in inclusivity and community. For our Black Friday campaign this year, we wanted to go back to our roots as a brand that stands for something important - and go way beyond pushing the traditional mega sale.

The Goal
To reignite the love by doing something big on Black Friday to give her the feels, instead of the steals.

The Objectives

Strategy and Execution

The Insight

At ModCloth, we were so over what the worst of Black Friday stands for. You know the kind. And we suspect our customers were, too. So we created a plan to disrupt her newsfeed (in a good way) by shutting down our site on the biggest shopping holiday of the year and give back.

How We Did It
By breaking up with Black Friday and asking our community to join us in celebrating something bigger - giving back to those in need and recognizing those who serve the community all year round.

What We Did



Video for Black Friday Breakup

Entrant Company / Organization Name



Entry Credits