Squarespace has launched its first Trans-Tasman brand campaign, The Ditch, via its in-house creative team, led by chief creative officer, David Lee. The work comes as the website building and hosting company names Australia as one of its fastest-growing markets.
The Ditch centres around Captain Kev and his business idea, ‘Hitch on the Ditch,’ offering his boat as a halfway point to Aussies and Kiwis who can’t decide which country to get married in. Naturally, the wedding cake is a Pavlova.
Squarespace’s senior marketing manager for Australia and New Zealand, Alex Neilson, said the brand campaign aims to challenge the standard definition of entrepreneurship, encouraging more Australians and New Zealanders to see what untapped opportunities lie in front of them.
“A good idea can come from anywhere, and at Squarespace we believe that a website can really help bring your idea to life,” said Neilson.
Ben Hodgin, Squarespace’s senior creative manager, added it was a special campaign to work on as the company enters its third decade, harnessing the talent of its in-house creative team.
“While Australians and Kiwis have many similarities, there’s also a friendly rivalry that exists between the two which tends to lead to some cheeky banter,” said Hodgin.
“We decided to lean into that as the core of the idea and started by looking at the halfway point between the two countries. Or, neutral territory if you will. Turns out, it’s in the middle of the Tasman Sea. We asked ourselves, who would start a business here? Enter Captain Kev.”
From today, the campaign will be rolled out across TV, online radio, digital, video and social across both Australia and New Zealand.
Earlier this year, Squarespace made headlines with its 10th Super Bowl campaign, directed by Hollywood legend Martin Scorsese, Hello Down There.
The work shows people engrossed in their screens, unaware of the aliens’ attempts to make contact. Frustrated by their lack of success, the aliens turn to Squarespace, creating a website in hopes of connecting with Earthlings for the first time.
“At my age, it’s a stretch finding a directorial debut. When Squarespace first approached me to create a spot, I thought this was my shot,” said Scorsese at the time.
See also: Martin Scorsese makes Super Bowl debut directing ‘Hello Down There’ campaign for Squarespace
As with Squarespace’s model, the number of Australian businesses establishing in-house creative agencies has seen a surge in recent years.
The In-House Agency Landscape Report, produced by the In-House Agency Council (IHAC) and Kantar Australia, revealed that 78% of marketers in Australia were working with an in-house agency, compared to 63% only two years prior.
Australia now surpasses mainland Europe in terms of the percentage of businesses with an in-house agency offering, sitting only behind the United States.
See also: Procurement ‘don’t value creativity’: TBWA, Sportsbet, and IHAC on bespoke vs in-house debate
Credits
Client / in-house creative: Squarespace
Chief creative officer: David Lee
VP, creative: Ben Hughes
Senior director, Creative: Gui Borchert
Senior creative manager: Ben Hodgin
Staff copywriter: Adam Bailey
Staff art director: Bart Graziana
Brand designer: Jaycee Masucci
Senior motion designer: Jon Sudarkasa
Senior director, creative production and operations: Erica Kung
Staff producer: Marisa Wasser
Head of business affairs: Kiersten Bergstrom-Pavlik
Business affairs manager: Luke Richard
Staff video editor: Sarah Harvey
Senior director, creative and brand strategy: Nate Skinner
Brand and creative strategy manager: Olivia Cohen
Social media strategist: Celeste Scott
VP, international and GTM: Jacqueline Gonzales
Director, international marketing: Michael Stocks
Senior marketing manager: Alex Neilson
Production: Academy Films
Bulgaria service company: B2Y
Director: Gui Borchert
Director of photography: Stuart Graham
Production designer: Kristian Lekov
Line producer: Megan Porche
Executive producer: John Nguyen
Post: Blacksmith
Colorist: Mikey Penanich
VFX Supervisor: John Shirley
Online artist: John Shirley, Louis Schacte
Compositor: Dylan Nett
Producer: Therese Mayer
Colour producers: Adam Vevang, Dan Butler
Managing director: Meghan Lang Bice
Music: Epidemic Sound
ES_Meet Me in Montmartre – The Fly Guy Five
Mix + Sound Design: Lime
Audio mixer: Jeff Malen
Audio assistant: Jeremy Nichols
Associate producer: Cassie Underwood
Executive producer: Susie Boyajan