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
Credits:
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