‘Dark Deal Code’ is a campaign for fitness clothing brand Body Engineers. A video commercial and four Instagram Stories were created for this project. During the month of Black Friday, Body Engineers offered big discounts on many of their items, and the brief was to promote this widely. In the commercial, we see a hacker carrying out a guerrilla action. He hacks Body Engineers and makes huge discounts available, impacting the whole society. The video shows only influencers with more than 1 million followers on Instagram, each of whom posted this campaign on their own page. Most of them are fitness influencers carefully chosen to appeal to the right audience.

The bold approach of this campaign aligns well with Body Engineers’ brand identity and contributes strongly to the brand’s branding.