Trade Me on mission with launch of new ‘Life Lives Here’ campaign via DDB New Zealand

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TRADE-ME-tvc1.jpgTrade Me has launched a new brand campaign, Life Lives Here, intended to highlight those slice-of-life moments that thousands of Kiwis experience through the site every day.

The campaign, produced by DDB New Zealand, following a successful pitch earlier this year, will be supported through TV, outdoor, digital and social channels.

For Trade Me, this new brand direction has been a long time in the making, driven by a desire to foster a stronger emotive connection with the brand among the legion of New Zealanders for whom it is an invaluable daily destination.

DDB chief creative officer, Damon Stapleton, says the campaign serves to remind people of what they knew already, but had become inured to: “Over the years, Trade Me has been a big part of hundreds of thousands of people’s lives. It’s where you found your new flat, your new house, your new job — maybe it’s where you found the suit you wore when you proposed to your wife,” Damon enthuses. “We want to celebrate these stories and show that life really does live here.”

Trade Me marketing director, Dan Ferguson, says he is thrilled with the new campaign and says it’s inspired by the diverse member stories which have been a key part of Trade Me’s success: “Working with the fantastic team at DDB, we wanted to remind Kiwis why they fell in love with Trade Me, and bring to life the idea that behind every search there’s a story.”

Agency: DDB Auckland

Chief Creative Officer: Damon Stapleton

Executive Creative Director: Shane Bradnick

Creative Director / Art Director: James Connor

Creative Director / Copywriter: Christie Cooper

Senior TV Producer: Rosie Grayson

Production Company: Goodoil Films

Director: JH Beetge

Producer: Llew Griffiths

Executive Producer: Sam Long

DOP: Shelley Farthing-Dawe

Editor: Jess Mutascio – The Editors

Online: Blockhead

Production Design: Guy Treadgold

Music: Peter van der Fluit – Liquid Studios