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The Black Friday awareness campaign against compulsive consumerism




Digital Advertising, Content Marketing, Art Direction




Transmitting an unconventional message through an awareness campaign that communicated the company’s choice to close ecommerce and stores over Black Friday, to send people a message about responsibility as regards sustainability issues.

An unconventional message

Responsibility as regards environmental issues

Awareness-raising for users

Oway closes ecommerce and stores for Black Friday 2021


Daimon Agency created a creative campaign declined on the various digital touchpoints, starting from a strong stance and sense of responsibility that the company wanted to communicate. The Webranking Digital Advertising team, meanwhile, was responsible for planning the campaign on Facebook, Instagram and YouTube, launched in France, Germany, Spain, Great Britain, Holland and Italy.

From the beginning of November to the middle of the month, Oway promoted a series of informative videos with the aim of educating and sensitizing users on sustainability issues through the use of organic and recyclable raw materials. From mid-November, a launch video was sponsored, declined for social channels, focusing on the reasons for the closure during Black Friday and a with a strong call to action inviting users to support the campaign by becoming promoters of the brand’s values through the hashtag #ShareYourOway.