Gumtree celebrates buying sustainably and locally in first campaign from Clemenger BBDO Sydney

Gumtree is celebrating the joys of buying locally and sustainably in its new brand campaign ‘Long Live Local’.

It’s the first campaign for the business from Clemenger BBDO Sydney after it won the creative account last July.

The launch TVC depicts the common scenes of stress that occur in furniture ‘mega-stores’ and compares them to the friendlier experience of buying something locally.

Gumtree Australia head of marketing, Amanda Behre, said buying through the site boosts human connections.

“People know us for the unique finds and great value, but what makes our marketplace so special is the human connections that are created locally through Gumtree.

“Gumtree exists to empower people and create economic opportunity for all Australians. We’ve had so many successful trades and we want to share some of the best stories from the local community and ideas that have grown into businesses on Gumtree. Interesting, entertaining, offbeat and sometimes emotional stories will be brought to life in our latest brand campaign – Long Live Local.

“We want to rally Australians to trade more consciously and act locally first – whether that be selling to a mate up the road, buying from a car dealer in your area, or supporting a small business in your suburb.”

The OOH executions for Gumtree

Ben Coulson, chief creative officer at Clemenger BBDO said the campaign will seek to remind consumers it feels good to buy local.

“Yes we all buy stuff from mega-malls and the internet, but it really does feel good to buy something locally, even better if you’re giving something a new home and we give the planet a break.”

Follow up TVCs explore the emotional side of selling a car and how Gumtree can help people when they’re switching through hobbies.

The campaign will be shared across media outlets and social media, with the help of MediaCom and Herd MSL. It will also appear across outdoor and digital channels.

A later PR and social campaign will feature real life stories of Gumtree users and their success stories.


Client: Gumtree
Creative Agency: Clemenger BBDO Sydney
Production Company: Airbag
Post Production: Fin Design + Effects
Sound Design: Otis Studios
Media Agency: MediaCom
PR Agency: HerdMSL


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