02 December 2021

SiS embraces the dark

SiS embraces the dark in our campaign aimed at sports enthusiasts.

SiS approached us to create a campaign for its biggest deals ever in the run up to Black Friday. SiS customers are not regular gym goers; they’re serious sports enthusiasts who are dedicated to their sport, whatever the weather.

Although the nights are drawing in, now is not the time to hideaway. It’s time to prepare properly with the right supplements and equipment, and to ‘embrace the dark’.

Our photography guidelines, tone of voice and copy lines enabled SiS to flex the stories told across the campaign period, and to connect with its customers in a more engaging way – rather than simply focusing on the deals.