Airtasker launches brand repositioning highlighting the diverse skills of its helpers

Australian tech start-up Airtasker has revealed its brand repositioning as it prepares to enter a new period of international growth.

Airtasker commissioned Vice’s creative agency Virtue to create the campaign that highlights the diverse and surprising talents of airtaskers, beyond just getting odd jobs done.

This is a step away from last year’s campaign which took a more comical look at the tasks people can outsource on the platform.

Airtasker brand lead, Alexandra Tully, said in a statement: “Not only does Airtasker create jobs and incomes for real people, it creates a purpose for real people. We aren’t just building an app – we’re creating the infrastructure that allows people in our community to connect, share their skills and to earn a living in doing so.”

Virtue senior strategist, Melanie Mahony, said: “Society has made huge leaps and bounds in workplace equality over the past 50 years, but discrimination and unconscious bias about what makes one person more “right” for a job than another is still holding many people back from realising the true potential of their skills.

“‘The Right Person For The Job Isn’t Always Who You Think’ is Airtasker’s way of communicating their genuine belief that everyone should have equality opportunity to earn a fair living from their skills, while also reminding people to be a little more open-minded and accepting of others.”

Virtue client business lead, Matty Graham, said working with Airtasker had been a privilege.

“The Airtasker team is helping transform the way people see themselves and value their skills, while tackling the cultural tension of employment discrimination head-on. It’s been incredibly rewarding,” he said.

Edwin Hughan, senior creative at Virtue added: “It was great working with real Airtaskers, ensuring we made something they’d be proud to be a part of, and for other people to relate to.”

A 30-second TVC will run across Australia and the 90-second video will be running across global markets. An outdoor campaign will also launch in the United Kingdom.



Brand Lead: Alexandra Tully

VP Design: James Nau

VP Growth: Andrianes Pinantoan

Creative agency: VIRTUE

Production company: Curious Films

Sound Design: Nylon


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.