Etsy has just launched its latest brand campaign, championing artisans, artists, craftspeople, and the importance of man-made work.
Helmed by creative agency Orchard Creative, the unnamed "Brand Mission Campaign" celebrates human creativity in all forms. It also continues Etsy's goal to "Keep Commerce Human," a core statement featured in many of the company's previous campaigns.
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The campaign includes two main TV spots, one of which is titled "Are You Human." It also includes social media ads, OOH placements, and massive billboards in New York and London, all of which feature real Etsy sellers:
- Chad of @catskillglassworks
- Halima of @threadsofhabit
- Jessica of @letterpartyshop
- Juliana of @pachestudio
- Mary Lee of @mammothandminnow
- Tiffany of @gomezdesignstudio
Showcasing custom reclaimed wood furniture built by Tiffany, glassware handmade by Chad, and pottery shaped by Mary, the cozy and dimly-lit shots offer an intimate look into each artist's creative process. The spots also highlight the artistry and hard work that Etsy sellers put into their craft.
A second film, "Human Performance," examines the merit of manufactured goods, asking what robots know about putting love and passion into products. Set to a soundtrack written by Academy Award-nominated composer Jerskin Fendrix, it uses footage and sounds recorded by Etsy sellers Jieun, Wyeth, Kwadwo, Gabriel, and Jesus.
The spot will run during the Paris 2024 Olympics.
"[Etsy’s] sellers aren’t just filling orders, they’re conjuring magic from their fingertips and channeling their talents into the creation of objects you can touch and keep," Orchard Creative's Chief Creative Officer David Kolbusz said about the film.
Kolbusz went on to note that "Human Performance" takes a pro-human stance, as opposed to being anti-tech, and it's meant to serve as a reminder that things bought online can come from a place of love, labor, and artistry.
Brands that want to craft unique digital marketing campaigns with personality may consider partnering with a top digital marketing agency from our agency directory.
Making Changes
The campaign coincides with major changes to the Etsy's user experience.
Next to creating a new home page that curates the platform's best crafts, the brand has launched a series of policy updates that better clarify Etsy's Creativity Standards.
The new policy dictates that all items sold on Etsy must be made, designed, sourced, or handpicked by a seller.
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