Etsy campaign positions its marketplace as the home of meaningful gifting
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.
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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.
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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.
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Credits
Creative agency: 72&Sunny NY
Director: Yael Staav @ Furlined
Editor: Sophie Solomon @ Final Cut Editorial
Post production: Trafik
Etsy
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