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On Black Friday everyone shouts. We chose to sing. And not just any song. One that people already know by heart.
For Flamingo Retail Park we built the idea around a melody deeply rooted in Greek collective memory. “Dei vre gaidarako dei”, inspired by the iconic Aliki Vougiouklaki, became the trigger for a different kind of Black Friday. With humor nostalgia and a sense of the good old days we transformed low prices into something that doesn’t just get noticed but gets remembered.
The concept came to life as a full 360 campaign across video social media radio and print. One message many touchpoints and the same smile everywhere. Wherever people encountered it the song did the work.
Flamingo is a retail park with an accessible friendly character. It doesn’t fit aggressive sales messaging. It fits smart warm and playful communication. That’s how a Black Friday campaign was born. Not one that simply said we have offers but one that people found themselves humming.
