Marrying Australians and Kiwis who can’t choose which country to have the ceremony.
Customisable website building company Squarespace has revealed its first Trans-Tasman brand campaign in Australia and New Zealand.
Squarespace is tapping into the notion that a business idea can come from anywhere, encouraging both Australians and Kiwis to look under their nose for an opportunity to monetise what they already know or have.
The company brings this to life with the ad concept of a boat captain who creates a modern business idea called ‘Hitch on the Ditch’, marrying Australians and Kiwis who can’t choose which country to have the ceremony in on his own boat.
With January seeing the highest annual growth rate of household spending, the campaign highlights how everyday Australians, who might be looking to diversify revenue streams using existing resources, can grow their income in light of cost of living pressures.
Squaresapce senior marketing manager ANZ Alex Neilson said modern day entrepreneurs know that finding success doesn’t mean always coming up with a category-defining idea.
"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," said Neilson.
The brand campaign will be showcased across TV, online radio, digital, video and social across both ANZ from today. It was spearheaded by Squarespace’s in-house creative team.
Squarespace senior creative manager Ben Hodgin said as 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. 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," said Hodgin.
Credits:
TV
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
