The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Etsy Creative Creative Works

Etsy campaign positions its marketplace as the home of meaningful gifting


By John Glenday, Reporter

March 9, 2023 | 5 min read

The e-commerce platform has released a double bill of new ads from 72andSunny NY as part of its ’For the Life You’re Making’ push.


Etsy positions itself as a home for meaningful gifting in a new campaign

Etsy, the online marketplace dedicated to vintage, handmade and craft items, is steering viewers away from mass-produced products in its latest ad push and toward handcrafted items that spark moments of joy in life.

An extension of the brand’s ’Etsy has it’ creative platform, the ’For the Life You’re Making’ push includes two hero videos showcasing how the personal touch matters most.

’Growing Up’ serves as a coming-of-age tale in which we see a young woman cements her relationship with her mother with a simple gift as she develops her independence.

Powered by AI

Explore frequently asked questions

In ’Grand Mates’ a grandmother and granddaughter are shown at different stages of life coming together and bringing out their distinct personalities when decorating their home.

Alyssa Georg, creative director at 72andSunny NY, said: “We’re each on our journeys, but day by day, we make our lives. We hope this campaign reminds people to find joy in their every day and not to wait for special occasions to buy that gift or make a space a home.”

A third film in the series is planned for a later date, screening across the UK and US with supporting digital and social assets.


Creative agency: 72&Sunny NY

Director: Yael Staav @ Furlined

Editor: Sophie Solomon @ Final Cut Editorial

Post production: Trafik


Vice-president of brand: Andrew Sinkov

Becky Auslander Head of global consumer communications:

Roze Pirvany Global brand strategy lead:

Creative directors: Haelim Paek, Lyanne Dubon

Senior brand designer: Corinna Bourke

Senior manager for marketing operations: Francesca Zaccone

Creative production manager: Melissa Mouzalas

Senior product & commercial counsel: Sophie Cohen

Suggested newsletters for you

Daily Briefing


Catch up on the most important stories of the day, curated by our editorial team.

Ads of the Week


See the best ads of the last week - all in one place.

The Drum Insider

Once a month

Learn how to pitch to our editors and get published on The Drum.

Etsy Creative Creative Works

More from Etsy

View all


Industry insights

View all
Add your own content +