Trade Me Circular
economy campaign

Role Designer / Animator

A cheeky campaign with a nod to Tinder and dating culture, turning secondhand shopping into the ultimate match-making experience. It invited Kiwis to fall in love with pre-loved, growing audiences, boosting listings and proving that one person’s ex-item might just be someone else’s perfect match.

Challenge

Create a cohesive campaign across OOH, digital, video and display that showcased key findings from the Circular Economy Report, with a playful nod to dating apps like Tinder. The goal was to make secondhand shopping feel smart, sustainable and emotionally resonant, while appealing to a broad Kiwi audience.

Result

I developed the concept, designed the visual approach, and created each of the characters to give pre-loved furniture personality and charm. This playful take reframed secondhand as first choice, driving strong engagement and a lift in listings, while sparking smiles and shares across social and media.