Amazon Prime Day (June 23-26) is days away. Orchard is building anticipation – for shopping at Etsy. The US campaign alludes to the Amazon leader with an uncomfortable amount of wealth with its call to Shop Other Jeffs, picking up on growing disdain for the behaviour of billionaires.
The campaign is pointed, even without mentioning Amazon or Bezos by name. The campaign video is titled, Shop non-billionaire Jeffs | Celebrate Being Human; its ads include copy such as “One Jeff should not rule commerce”, and “Shop non-billionaire Jeffs”.
The work promises more than 5,000 Jeffs are selling on Etsy, and highlights three in its commercial, sellers who create products themselves and interact directly with customers, underlining Etsy’s positioning around independent entrepreneurship and personal connections between buyers and sellers.
The campaign will cover TV, social media including YouTube and TikTok, outdoor advertising in New York, Seattle and Washington, DC, as well as takeovers across Etsy’s website and app, and extends beyond advertising with limited-edition merch created by Etsy sellers around the Shop Other Jeffs theme.
Shop Other Jeffs continues the company’s broader Celebrate Being Human brand platform, that emphasises the role of individual creators in an increasingly automated retail environment.
Leave A Reply