Doubling down on the myriad of reasons why Kiwis trust Trade Me to get them through all of life’s moments, the website has launched a new integrated brand campaign via Clemenger Group.
The charming suite of ads for the iconic Kiwi brand are now running across TV, social and OOH.
Directed by Wade Shotter of FINCH, who recently returned home from the UK, the films show people from all over the country turning to a place they trust to create the life they want. Each scene is substantiated by Trade Me search data.
Standout moments feature a bear-shaped potato, a Dad who all parents can relate to, and one of New Zealand’s worst golfers.
Trade Me’s Head of Brand, Sarah O’Leary, says: “We’re delighted with the new campaign. It conveys the trust Kiwis have in Trade Me, helping them find the stuff they need, while capturing our brand’s unique and charming tone.”
Colenso BBDO Chief Creative Officer, Levi Slavin, says: “Trade Me is an icon of Kiwi culture. Everyone uses it, but we all use it differently. Celebrating these differences is a core focus of the campaign.”
The campaign marks the third round of work released with Clemenger Group agencies, in collaboration between Clemenger BBDO Wellington and Colenso BBDO.
Client: Trade Me
James Perrin, Director of Brand, Marketing and Communications
Sarah O’Leary, Head of Brand
Caroline Brown, Brand Manager
Agency: Colenso BBDO / Clemenger BBDO Wellington
Media Agency: MBM
Production Company: FINCH
Director: Wade Shotter
Managing Director: Corey Esse
EP: Rebekah ‘Bex’ Kelly
Producer: Kristian Eek
DOP: Ziga Zupancic
Editor: Julian Currin
Post-production: Creature Post
Colourist: Matic Prusnik
Online: Lakshman Anandanayagam
Music Composition: Liquid Studios
Sound Design: Liquid Studios
Sound Engineer: Craig Matuschka
Stills Photography: Troy Goodall, Match Photographers