Fiverr announces 2018 as ‘the year of do’ in latest campaign
Online gig marketplace Fiverr and its global agency of record, DCX Growth Accelerator (DCX), have introduced the next iteration of their breakthrough ‘In Doers We Trust’ campaign, marking 2018 as ‘The Year of Do.’
Fiverr claims 2018 as Year of Do
The next phase of the multi-million dollar integrated marketing campaign brings an enhanced direction to the creative while ramping up its unapologetic tone.
Portraying real members of the Fiverr community, the creative was shot by photographer Platon – who helped bring the initial campaign to life – and adds new assets to be used across social and digital channels. The ‘The Year of Do’ aims to fulfill the Fiverr mission by committing an entire year to enabling the Fiverr global community every single opportunity possible to do more, championing the entrepreneur in us all.
Starting today (8 January), the new, expanded out-of-home creative featuring still visuals of real Fiverr community members will begin appearing in key metropolitan rail and mass transit lines, taxi tops and striking billboards including San Francisco and New York City. Experiential elements of ‘The Year of Do’ including additional out-of-home executions, interactive experiences and global partnerships will also support the campaign throughout the year.
The push also features a launch video (above) featuring a diverse group of Fiverr users talking about how they will be using the platform and what they hope to accomplish.
“We wanted to evolve our bold 2017 campaign that successfully generated a ton of conversation,” said Laurent Bouaziz, vice-president of strategy at DCX Growth Accelerator.
“We believe that Platon’s style is a great fit with our tone and identity and we definitely wanted to continue that collaboration. At the same time, we also wanted viewers to notice a new campaign, so DCX and Fiverr worked together to define a new visual identity; still black and white, but with a new light. It’s a new take on Fiverr’s visual identity, but maintains the design aesthetic.”
Fiverr’s previous campaign was derided by some as glorifying freelancers as martyrs of the gig economy. This new phase uses the same bold tone but it empowers those using the service.
“After a year of communicating our message to the world, we wanted to offer an updated perspective on our mission and our intentions,” said Chris Lane, global head of digital and brand at Fiverr. “A lot has happened in the last year, both in the world-at-large and with Fiverr as a company, and our brand story needs to reflect this. From a technical side, we wanted to explore more visual layouts that can communicate Fiverr’s brand values and in the same time it was important for us not to get away from the simplicity, purity and elegance of this 2017 campaign."
Added Bouaziz: “We are thrilled to be a topic of conversation - but when it is supportive and when it creates a debate. We just want to give a voice to this new generation of entrepreneurs who value taking action over all else. We know there is a lot of discussion about entrepreneurship and that it’s often idealized. We thought it was important to show the challenges and realities of being an entrepreneur. After talking to entrepreneurs, we know what really matters is actually making it happen. And those who have the guts to invest a lot of time, effort and money to make it happen.”
