12 Days Sale

12 Days Of Deals is one of, if not the most popular sales on the CC site annually. Each year we need to push the creative boundaries. 2020 had minimal inventory and budget for such a moment. Traditionally there's always some kind of through-line and count down to day 12. The difficult part is on our copywriter to keep the content fresh, while I created something that stood out from the previous years. The concept was around some kind of dimensional advent calendar.

2020 timing & budget didn't allow to commission work, so I took on the illustration + design work myself. Using our standard typeface, I illustrated vector art paper cut-outs with bike product. that interacted with the photographs we shot on seamless paper with knolling product & added in art in post production.

Final email on day 12, I managed to sneak in an animation that also featured the overall 12Days lockup illustration to close it out.

12Days 2021 I was able to hire out. Selecting an illustrator from my hometown of Minneapolis, Ellen Scholfield, who has been a part of the Art Crank poster show, had. a style that fit the look and feel of this campaign.

Through out the 12 days promo period, we send out an email each day that features a new deal. As a bonus we supply the email with art that's different from the rest of CC creative. Unexpected work proves to get us clicks.

In 2021 we also elaborated into the daily deal in our organic social channel. Videographer Sunn Kim was supplied with the illustrations and some animation to tie the sale up.

In the end we needed to scramble to tack on a discount call-out on site to meet the needs of our business partners. While this was a step away from the original strategy and creative, ultimately we found a solution that still felt on brand for CC: