Cult beauty brand The Ordinary approached Soursop to help counter the madness of Black Friday season with a striking campaign that encourages customers to Shop Wisely.

With Black Friday season kicking off at Halloween, shoppers usually gear up for a month-long frenzy of bargains, promotions and discounts. But we wanted everyone to slow down and consider: How many of these deals are just too good to be true?

We took over key cities across the UK and Canada with bold OOH posters and full-page long copy ads in the New York Times and the Guardian and a spooky Halloween post. All urging beauty fans to shop more intentionally, asking themselves, “Is this a good deal or is this my impulse talking?”