Website building and ecommerce platform Squarespace has launched its first Australian-specific campaign, Make a Name for Yourself, aiming to inspire, encourage and celebrate local entrepreneurship.
The campaign speaks to the unique Australian phenomenon of giving and receiving nicknames.
It consists of two spots.
Each narrative follows the personal journey of a protagonist and the nicknames they receive throughout their life.
The resolution is how the protagonist has been able to launch a business online with Squarespace and not just take a name, but make a name for themselves.
“At Squarespace, we empower entrepreneurs to pursue their passions no matter where they are on their journey,” Squarespace chief marketing officer Kinjil Mathur says.
“The idea of tapping into the way Australians receive nicknames felt like an inspiring way to showcase the possibilities of launching a business online that is genuinely yours.”
The campaign aims to encourage entrepreneurs to take inspiration from their personal experiences and turn their ideas into a beautiful online business that is reflective of who they are.
The campaign was spearheaded by director Sam Hibbard in collaboration with LA production company, Somesuch, and Australian production company Finch.
The spots were produced locally in and around Sydney.
“The cultural knack for nicknaming everything is something that is so profoundly Australian," Hibbard says.
"I love every one of our protagonists and how their nicknames growing up can inspire a business idea.”
The campaign will run on TV, radio, online video, and social starting today.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.