2016 sees the launch of our new campaign for Gumtree; a fresh start for the UK’s largest classified website following last week’s major rebrand where they revealed a new logo, brand identity and huge improvements across its mobile and desktop channels – the first step in its journey to become the leading digital brand in the UK.
We launch the campaign with a 30-second spot, introducing the new strapline: ‘Opportunity starts on Gumtree’ and taking on a refreshing emotive style. In the ad, viewers are invited to follow the story of a father who buys his daughter a piano on Gumtree.com. Played out as a series of visions of the future, we see the world of opportunities that could arise. She might use the gift to become a budding pianist or she might even grow up to become a famous musician: whatever the outcome, opportunity starts on Gumtree.
“The campaign gets to the heart of Gumtree’s purpose – bringing a world of opportunity within reach to millions of consumers,” explains our managing partner Harry Sheward. “We’re delighted to have played our part in their exciting rebrand.”
As well as TV and cinema, the campaign will run nationally across VOD, radio, traditional and digital out-of-home, print and online. Take a look at the spot below, which is the first in a series of new ads.