Dan Tappan, writer.

holiday campaign

Mercari, “The Selling App,” is a peer-to-peer marketplace. For the holidays, the brand requested a handful of ads to promote their app on Black Friday and Cyber Monday. Instead of one-offs per the brief, I pitched them an idea for a larger, overarching campaign.

My idea was simple. If Black Friday and Cyber Monday are essentially made up buying holidays, why not make up our own branded selling holiday? I called it “Sell-Your-$#&!-Sunday” to drive the tone, and planned for the anti-holiday to fall during the weekend between Thanksgiving and Cyber Monday.