In the midst of a recession in the Costa Rican market (with a decrease of up to 30% in consumption), Cemaco had to face the commercial peak of the year (Christmas bonus + Christmas + Black Friday) maintaining sales, differentiation and leadership in the face of aggressive and monotonous competition.

We proposed a groundbreaking approach: transforming the Black Friday campaign into a visual spectacle that broke with the dominant aesthetic. While everyone else insisted on black, we opted for color as the key to impact . The motto: “Because this year Black Friday isn't black anymore, it's colorful. And no, we're not crazy.”

The strategy combined mass communication, direct marketing, and a time-slot offer structure with constant activations.

Under the concept "Black Friday in Full Color," we developed a visually explosive campaign, complete with a unique jingle, multicolored design, and provocative language. We created teasers, press ads, departmental posters, staggered promotions every three hours, segment-specific activations (like Juguetón and Radioshack), and visual wrap-ups to extend the campaign. All of this was done with visual consistency and a clear structure.

The campaign not only achieved its goal of maintaining sales volume in an unfavorable environment, but also positioned Black Friday by Cemaco as a highly anticipated event for consumers. Its distinctive visual identity generated brand recall, differentiation, and engagement, setting a new standard for the category.