The "Difference makes us" campaign highlights people’s individuality and creativity and will span the online marketplace’s core markets of the UK, US, Canada, Australia, France and Germany.
It comprises two films that launch today on YouTube, Facebook and Instagram. "Bedside tables" shows the various quirky items next to people’s beds, while the "Mugs" ad uses different mugs to illustrate Etsy users’ diversity.
Both spots have little or no dialogue to allow them to run as is in every country, said Andre Rickerby, senior director of global marketing at Etsy.
The brand previously launched a TV ad in the UK in 2014, "The most beautiful marketplace in the world" by Big Al’s, but this is its first global marketing effort.
The new campaign will run indefinitely, Rickerby said. It will also include a user-generated element, allowing Etsy’s users to make and share their own vignettes to show their creativity.
"The two videos are all about people expressing themselves and being themselves. We want them to join us in celebrating their individuality," Rickerby said. "There’s nothing more personal than a coffee mug or bedside table. It’s a real extension of you."
Nathan Frank, Paul Caiozzo and Kate Wadia at New York-based agency Office of Baby created the ads. Etsy handled media planning and buying in-house and partnered with Adaptly on social media.
Paul Caiozzo, creative director at Office of Baby, said: "When we started collaborating, the idea of #DifferenceMakesUs felt natural, coming right out of the core of what Etsy has always been doing."
Etsy was founded in 2005 in Brooklyn, New York, and now has 1.7 million active sellers.