Client: NetOnNet
Role: Creative / Art Director
Scope: Brand & retail communication


A new communication platform designed to strengthen NetOnNet’s position as a low-price leader in a crowded and increasingly generic retail category — by making low prices more distinctive, expressive and entertaining.

The platform was built to support communication across the entire funnel, from brand building to tactical sales — enabling NetOnNet’s in-house teams to move fast without losing clarity or consistency.

The challenge

The consumer electronics category is flooded with similar low-price messaging, often reduced to rational claims and product grids.

The consumer electronics category is flooded with similar low-price messaging, often reduced to short-term, product-driven communication. The brief was to stay focused on price while creating a concept that could live long-term, scale across channels and work equally well for brand storytelling and tactical retail needs.

The Idea

We introduced a cardboard superhero with one simple mission: to stop people from making bad deals on home electronics.

Whenever someone is about to pay too much, the superhero appears to save the day — with good intentions, disproportionate force and chaotic consequences. The humour lies in the contrast: epic action-movie drama, all in the name of saving someone a few bucks on a toaster.

Built directly from NetOnNet’s core brand element — cardboard — the character created instant recognition and a flexible narrative device that could be adapted across the full funnel.

Execution

The concept launched as an integrated campaign across TV, outdoor and social media, combining cinematic storytelling with clear price communication.

To support everyday sales communication, the visual system was refined and extended — including the design of a bespoke typeface for NetOnNet — giving the in-house team clear, easy-to-use tools for fast tactical production without diluting the idea.

My role

I was responsible for concept development, creative direction and visual expression — including the creation of a custom typeface — with a strong focus on building a platform that NetOnNet’s in-house team could own, scale and activate across the entire funnel.