Creative Creative Works Gumtree

Gumtree plays with optical illusions to show how its app can help with life's big moments


By Rebecca Stewart, Trends Editor

February 20, 2018 | 2 min read

Gumtree has unveiled its latest spot from longstanding creative agency Fold7, 'Turning Points' which centres around how the online marketplace's mobile app assists users in preparing for the pivotal moments in their lives.

Still from Gumtree Ad showing a little girl and toy car

The clever creative uses surreal optical illusions and a shifting perspective to draw in viewers / Gumtree

The spot focuses on a young couple, showing them purchasing a new sofa, a baby buggy and a car to accommodate the twists and turns of their lives.

The clever creative relies on surreal optical illusions and a shifting perspective to show how Gumtree's mobile app allows for a seemingly seamless sequence of upgrades, adaptions and replacements; be it a bed making its way through the ceiling or a sofa sprung from a phone screen.

Marc Nohr, chief executive of Fold7, said: “In the immortal words of Ferris Bueller, life moves pretty fast – it’s a good thing, then, that Gumtree is here to help us make the most of it. ’Turning Points’ is the latest illustration of how this app is about more than transactions, it’s a tool for seizing opportunity."

The playfulness of the campaign was designed to illustrate the fluidity of Gumtree's tech, with the initiative being brought to life via TV, out of home (OOH) and radio iterations. advert-body-2 by Fold7


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