Online marketplace Etsy has unveiled a new campaign highlighting life’s little moments.
It’s is built of the idea that people are fed up of life becoming automated and are craving items that are expressive, personal and real.
Titled ‘Being Human’, the campaign is comprised of a sixty second spot which showcases human life through special moments. It follows six best friends over 76 summers and is soundtracked to Moses Sumney.
It was directed by London-born filmmaker Jess Kohl and shot by Academy Award nominated cinematographer Adolpho Veloso.
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According to the marketplace, this campaign expands on Etsy’s storytelling to include the buyers as well as the sellers.
Brad Minor, CMO at Etsy said: “As so much of life has become automated and impersonal, people are hungry for things that feel real, personal, and intentional. We see it in the way younger generations are rewriting which moments are worth celebrating, expanding beyond traditional milestones to include the smaller, imperfectly human ones that matter just as much, sometimes even more.
“Celebrate Being Human’ is our response to that shift. It’s our conviction that story, craft and human connection carry more value than convenience alone. Those have always been the values that Etsy stands for, and there’s never been a better time in the culture to say it out loud.
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