There’s a new job
for every you.
At the beginning of 2023, Trade Me launched their new brand platform - The New Life Store. The launch was supported by an integrated pan-Trade Me marketing campaign - In With the New - that went to market mid-January.
The Business vertical, Trade Me Jobs, was struggling to distinguish itself within the campaign, with uninspiring imagery.
Client
Trade Me
Year
2023
Role
Design
Art Direction Photography Direction
With
Dione Tay
Cristina Jiang
Ken Tong
THE OPPORTUNITYDare Kiwis to dream
Within Trade Me Jobs, it’s difficult to find images that convey the sense of our brand platform. The New Life Store aims to achieve the following:
Dare Kiwi to dream
Evoke emotion
Arresting imagery
As a result, our latest round of assets had very little creative that uses inspirational imagery.
THE SOLUTIONCapture authentic Kiwi imagery
After learning about the image sourcing struggles of the latest Campaign round, I collaborated closely with the Trade Me Classifieds Marketeers and we floated the idea of doing an in-house photoshoot. But I decided we would get a better quality, more creative result by bringing in an external agency.
In came Werk Agency. I put together a creative brief enclosed with a moodboard of references and initial ideas and worked closely with their brilliant team over the next 2 weeks to ideate, refine and execute a one-day photoshoot with one talent, many props to provide Trade Me with a versatile suite of images that speak to all of our core job-hunter categories.
THE FINAL OUTPUTBreathing new life into Jobs
Trade Me’s Marketing team was ecstatic with the new imagery.
The new suite of ads ready to go live in Jan/Feb 2024 are alot more visually arresting, and should connect emotionally with Trade Me Jobs’ core jobhunter categories.
