Squarespace unites Aussies and Kiwis in first ANZ campaign
Squarespace has unveiled its first ever Trans-Tasman brand campaign, developed by its in-house creative team, uniting Aussies and Kiwis across ‘The Ditch’ once and for all.
With Australia serving as one of the brand’s fastest-growing markets, the work encourages people to look under their noses for opportunities to monetise what they already know, or have.
It highlights how everyday people, who might be looking to diversify revenue streams using existing resources, can grow their income in light of cost of living pressures.
In the humorous spot, a boat captain — Captain Kev — creates a modern business idea, ‘Hitch on the Ditch’, marrying Aussies and Kiwis who can’t choose which country to have the ceremony in on his boat.
“Modern day entrepreneurs know that finding success doesn’t mean always coming up with a category-defining idea,” said Alex Neilson, Squarespace’s senior marketing manager for Australia and New Zealand.
“This brand campaign aims to challenge the standard definition of entrepreneurship and encourages more Aussies and Kiwis to see what opportunities lie right in front of them. A good idea can come from anywhere, and at Squarespace we believe that a website can really help bring your idea to life.”
Ben Hodgin, senior creative manager at Squarespace, added: “As we enter our third decade, this was a special campaign to work on, harnessing the talent of our in-house creative team.
“While Australians and Kiwis have many similarities, there’s also a friendly rivalry that exists between the two which tends to lead to some cheeky banter. We decided to lean into that as the core of the idea and started by looking at the halfway point between the two countries,” he said.
“Or, neutral territory if you will. Turns out, it’s in the middle of the Tasman Sea. We asked ourselves, who would start a business here? Enter Captain Kev.”
From Monday, the campaign is live across TV, online radio, digital, video and social across both Australia and New Zealand.
Subscribe to the daily newsletter
Credits:
Client / in-house creative: Squarespace
Chief creative officer: David Lee
VP, creative: Ben Hughes
Senior director, creative: Gui Borchert
Senior creative manager: Ben Hodgin
Staff copywriter: Adam Bailey
Staff art director: Bart Graziana
Brand designer: Jaycee Masucci
Senior motion designer: Jon Sudarkasa
Senior director, creative production & operations: Erica Kung
Staff producer: Marisa Wasser
Head of business affairs: Kiersten Bergstrom-Pavlik
Business affairs manager: Luke Richard
Staff video editor: Sarah Harvey
Senior director, creative & brand strategy: Nate Skinner
Brand & creative strategy manager: Olivia Cohen
Social media strategist: Celeste Scott
VP, international & GTM: Jacqueline Gonzales
Director, international marketing: Michael Stocks
Senior marketing manager: Alex Neilson
Production: Academy Films
Bulgaria service company: B2Y
Director: Gui Borchert
Director of photography: Stuart Graham
Production designer: Kristian Lekov
Line producer: Megan Porche
Executive producer: John Nguyen
Post: Blacksmith
Colorist: Mikey Penanich
VFX supervisor: John Shirley
Online artist: John Shirley, Louis Schacte
Compositor: Dylan Nett
Producer: Therese Mayer
Colour producers: Adam Vevang, Dan Butler
Managing director: Meghan Lang Bice
Music: Epidemic Sound
ES_Meet Me in Montmartre – The Fly Guy Five
Mix + sound design: Lime
Audio mixer: Jeff Malen
Audio assistant: Jeremy Nichols
Associate producer: Cassie Underwood
Executive producer: Susie Boyajan
Got a tip?
Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
Have your say