Etsy is marking its 20th anniversary with a new brand campaign that focuses on the people and processes behind handmade products. The campaign, ‘What it Takes,’ launched on July 1 in the UK and US and is part of Etsy’s ongoing ‘Keep Commerce Human’ platform, which began in 2017.
The new ads feature Etsy sellers Maria, Alicia and Luke working on their products, including sanding, sketching and soldering. The focus is on the repetitive and imperfect aspects of making items by hand, which Etsy positions as an alternative to mass-produced and algorithmically recommended goods common in e-commerce.
This year’s creative approach is a shift from last year’s campaign, which emphasized the emotional experience of discovering special items. According to Etsy, the new campaign aims to highlight the effort, intention and originality behind each product.
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“In a time when so much of what we see and buy feels the same, there’s something powerful about discovering an item that’s truly special,” said Etsy chief marketing officer Brad Minor. “Last year, we highlighted how Etsy brings humanity to a world increasingly shaped by machines and this year we’re celebrating originality in a shopping landscape that often prioritizes convenience over creativity.”
The campaign’s closing scene shows a user tapping in the Etsy app, intended to reinforce the idea that buying handmade goods can be as straightforward as shopping mass-produced alternatives.
Etsy has also faced challenges in maintaining its reputation as a marketplace for handmade and original designs. Sellers have raised concerns about increased fees, the presence of mass-produced goods and AI-generated designs. In 2023, Etsy introduced new creativity standards that require proof of original design or handmade production.
The new campaign references these standards directly, with on-screen labels such as ‘Designed by Luke,’ ‘Crafted by Alicia’ and ‘Molded by Maria.’
Heather Larimer, executive creative director at Orchard, the agency behind the campaign, said: “The most meaningful shopping experiences start with human beings, real people who have honed their craft with care and persistence. With this spot, we wanted to show raw and authentic moments of sellers creating, which of course includes inspiration, struggle and finally triumph at creating an object that is truly original.”
The campaign is running on broadcast TV and across streaming platforms including Amazon Prime Video, Netflix, Hulu and Disney. It will also appear on social channels such as YouTube, Meta and TikTok, with additional placements on Etsy’s homepage and app.
