Etsy pushes back against mass production consumerism with a series of heart-warming spots titled “For the Life You’re Making.”
Developed by advertising agency 72andSunny NY, two 30-second campaign spots have already been released with a third one planned for a later date.
“Made for Grand Mates” presents the story of a granddaughter moving in with her grandmother. As the two reconnect, audiences see two different senses of style being brought together in a shared living space with unique decorative items that can be found only on Etsy.
The second spot titled “Made for Growing Up” follows a younggirl’s early adolescence and coming-of-age as she messily pierces herears at home. Initially frustrated by her mother’s attempts to get close, their relationship is then cemented with a pair of gifted earrings from Etsy.
The “For the Live You’re Making” campaign focuses on the eCommerce site's unique selling point which is its selection of vintage and craft items as opposed to mass-produced products from big chains.
“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,” said creative director at 72andSunny Alyssa Georg.
The spots will be shown across the U.S. and the UK.
