Website-building platform Squarespace has revealed its first Trans-Tasman brand campaign in both Australia and New Zealand, one of the NYSE-listed company’s fastest-growing regions.
Squarespace is tapping into the notion that a business idea can come from anywhere, encouraging both Aussies and Kiwis to look under their nose for an opportunity to monetise what they already know or have.
Squarespace brings this to life with the ad concept of a boat captain who creates a modern business idea called ‘Hitch on the Ditch’, marrying Aussies and Kiwis who can’t choose which country to have the ceremony in on his own boat.
“Modern day entrepreneurs know that finding success doesn’t mean always coming up with a category-defining idea,” said Alex Neilson, Squarespace’s Senior Marketing Manager for Australia & New Zealand.
“This brand campaign aims to challenge the standard definition of entrepreneurship and encourages more Aussies and Kiwis to see what opportunities lie right in front of them. A good idea can come from anywhere, and at Squarespace we believe that a website can really help bring your idea to life.”
Beginning today, the brand campaign will be showcased across TV, online radio, digital, video and social across both Australia and New Zealand, and was spearheaded entirely by Squarespace’s award-winning in-house creative team.
“As we enter our third decade, this was a special campaign to work on, harnessing the talent of our in-house creative team,” said Ben Hodgin, Squarespace Senior Creative Manager.
“While Australians and Kiwis have many similarities, there’s also a friendly rivalry that exists between the two which tends to lead to some cheeky banter. We decided to lean into that as the core of the idea and started by looking at the halfway point between the two countries.
“Or, neutral territory if you will. Turns out, it’s in the middle of the Tasman Sea. We asked ourselves, who would start a business here? Enter Captain Kev.”
Credits
TV
Client / In-House Creative: Squarespace
Chief Creative Officer: David Lee
VP, Creative: Ben Hughes
Senior Director, Creative: Gui Borchert
Senior Creative Manager: Ben Hodgin
Staff Copywriter: Adam Bailey
Staff Art Director: Bart Graziana
Brand Designer: Jaycee Masucci
Senior Motion Designer: Jon Sudarkasa
Senior Director, Creative Production & Operations: Erica Kung
Staff Producer: Marisa Wasser
Head of Business Affairs: Kiersten Bergstrom-Pavlik
Business Affairs Manager: Luke Richard
Staff Video Editor: Sarah Harvey
Senior Director, Creative & Brand Strategy: Nate Skinner
Brand & Creative Strategy Manager: Olivia Cohen
Social Media Strategist: Celeste Scott
VP, International & GTM: Jacqueline Gonzales
Director, International Marketing: Michael Stocks
Senior Marketing Manager: Alex Neilson
Production: Academy Films
Bulgaria Service Company: B2Y
Director: Gui Borchert
Director of Photography: Stuart Graham
Production Designer: Kristian Lekov
Line Producer: Megan Porche
Executive Producer: John Nguyen
Post: Blacksmith
Colorist: Mikey Penanich
VFX Supervisor: John Shirley
Online Artist: John Shirley, Louis Schacte
Compositor: Dylan Nett
Producer: Therese Mayer
Colour Producers: Adam Vevang, Dan Butler
Managing Director: Meghan Lang Bice
Music: Epidemic Sound
ES_Meet Me in Montmartre – The Fly Guy Five
Mix + Sound Design: Lime
Audio Mixer: Jeff Malen
Audio Assistant: Jeremy Nichols
Associate Producer: Cassie Underwood
Executive Producer: Susie Boyajan
