Black Friday has a way of swallowing small, independent brands. Endless discounts, loud promotions, and race-to-the-bottom pricing crowd out the ones trying to build something more meaningful.
Lowkey and their clients at FATSO BRANDS wanted to push back against that. When they spoke, FATSO was already developing their newest bar: Deep Brew — a limited run, 85% cocoa, printed in kelp ink. It felt like the product was already one step ahead of the idea.
Turning Black Friday into a statement, not a discount
Instead of shouting about markdowns, the team chose to make a point. Deep Brew became a quiet rebellion against the season’s chaos — a bar designed to stand out through craft, not coupons.
Deep Brew: a bar with depth and intention
Deep Brew isn’t just another SKU. With its 85% cocoa profile and kelp ink print, it feels more like a manifesto in chocolate form. Every detail reinforces the idea that not all brands want to play the discount game.
From torn discount stickers to first OOH campaign
The team went in, tore discount stickers off anything they could find, wrote line after line until one finally felt right, and then ran FATSO BRANDS’ first OOH campaign. The work became a reminder of what OOH can do when it leads with an idea instead of a percentage off.
Why this campaign matters to Lowkey
For the creatives behind it, including Yuki Lau, Deep Brew is a reminder of why they started Lowkey in the first place: “Not here to make things that look good but say nothing.” This campaign proves that even in the loudest season of the year, thoughtful OOH can still carve out space for independent voices.
FAQs about this campaign
What is Deep Brew?
Deep Brew is a limited-run 85% cocoa chocolate bar from FATSO BRANDS, printed in kelp ink and launched around Black Friday as an idea-led statement.
What problem does the campaign address?
It responds to how Black Friday can swallow small, independent brands under waves of discount messaging and sameness.
How did Lowkey support FATSO BRANDS?
Lowkey helped create and write the concept for Deep Brew, then launched FATSO BRANDS’ first OOH campaign to spotlight the bar and its purpose.
What is Lowkey’s creative philosophy?
Lowkey was founded to avoid work that looks good but says nothing — focusing instead on ideas with real meaning, like this anti-Black Friday stance.
Bring your idea to breakfast-time OOH
Explore formats that meet audiences in morning routines and commuter corridors.
