Hipages gets tradies singing in first campaign from VCCP

A ‘tradie choir’ is at the forefront of a new campaign for online contractors directory Hipages, with a male-dominated group of tradespeople singing about what makes them unique.


The campaign is the first for VCCP Sydney following its win of Hipages’ creative account in July.

The ad sees a group of tradespeople collectively singing about the different solutions they can offer customers, such as plumbing, electrical issues, landscaping and tiling.

Tracy Richardson, chief marketing officer of Hipages, said: “At the heart of our new brand campaign is the celebration of Australian tradies. Tradies are central to everything we do and so it was natural to place them at the centre of our communications. It’s a salute to their everyday great work.”

“The creative idea behind the TV ad is to take viewers on a journey of diversity and scale. Diversity from the breadth of problems Australians face when renovating their homes, right through to the diversity of expertise, gender and age of our brilliant tradies.”

David Kennedy-Cosgrove, managing partner VCCP Sydney, hopes the campaign will also share the diversity of personalities amongst Australian tradesmen.

“From their legendary humour, to their diversity, and their can-do attitude, Hipages is saluting the great Australian tradie. We’re pleased to be working with such a dynamic team to help introduce Hipages to wider Australia,” he said.

The TVC will be rolled out in 1 minute, 30 second and 15 second spot and will launch via Foxtel on October 23.



  • CEO: David Vitek
  • CMO: Tracy Richardson
  • Marketing Consultant: Paulie Savant
  • Marketing Coordinator: James Wilkinson


  • Executive Creative Director: Gary Dawson
  • Managing Partner: David Kennedy-Cosgrove
  • Servicing Head: Kim Ellis
  • Agency Producer: Wendy Gillies
  • Director: Adam Gunser
  • Exec Producer: Declan Cahill
  • Production Company: Exit Films
  • Editors: Sam Brunette
  • Post Production: Alt VFX
  • Sound: Song Zu

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