Releaseit launches sustainability-based campaign via Edge

Edge has launched a campaign for Releaseit, an online rental marketplace for goods. It is the first brand launch from Accelerate, Edge’s venture partner division.

The campaign positions the marketplace as a solution to overconsumption, a sustainable alternative to buying.

The 15-second spot starts with stating that consumption is “out of control”, before showing Releaseit as an alternative to buying new things, including clothes and tools.

Edge was appointed in May to develop the brand identity, brand platform and go-to-market plan for Releaseit. The start-up joins Edge’s Accelerate team, which was established with the goal of assisting start-ups to achieve scale rapidly.

Releaseit co-founder and managing director Peter Krideras said: “The work does a great job of explaining and selling the benefits of the marketplace. But more importantly, it hammers home our purpose, ‘to disrupt retail consumerism on behalf of the planet’ which really does underpin everything we do.”

Edge executive planning director Richard Parker commented: “Releaseit is a brand that calls it like it is, and the brand idea ‘we don’t buy it, you shouldn’t either’ calls bullshit on the way things have always been done. It’s time to get consumption under control and Releaseit is a platform designed to do exactly that. By renting more and listing your products to rent out, you’ll help save the planet and put some cash in your pocket at the same time.”

The campaign is being rolled out on the Eastern Seaboard on digital, social, print and out-of-home (OOH), with a local multi-channel activation in Sydney’s Inner West.

Some of the campaign’s assets


Client: Releaseit

Managing Director: Peter Krideras

Marketplace Strategy Manager: Kate Hall

Creative: Edge

Executive Creative Director: Simon Langley

Senior Copywriters: David Arns, Tim Wood

Senior Art Director: James Gillespie Copywriter: Will Bassett

Art Director: Callum Foot

Executive Planning Director: Richard Parker

Managing Director: David Stretch

Planning Director: Caitlin Ammann

Senior Account Manager: Donna Phan

Design Director – Brand ID: Gary Walmsley

Content Creative: Harry Roth

Senior Designer: Waiton Fong

Designer: Sophie Millican

Media: Edge

Media Director: Rebecca Leahy

Senior Media Executive: Anushka Khemha

Media Executive: Kate McGregor


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