Spring campaign
Role Lead Designer/ Creative Director
A spring campaign that invited Kiwis to turn outdoor DIY ideas into reality. By combining inspiration, practical guidance and a high-impact watchlist mechanic, the campaign helped users imagine, and act on, their next project.
Challenge
Create a visually unified campaign that inspired audiences to engage with Trade Me’s Home & Living and Building & Renovation categories, while promoting the watchlist feature in a clear, action-driven way.
The work needed to appeal across a wide DIY spectrum. From casual dabblers to experienced renovators, and perform consistently across large-scale OOH, digital, and content channels, all while reinforcing Trade Me as the go-to destination for project inspiration and gear.
Approach
As lead designer, I developed the core creative concept and visual system, then guided execution across all touchpoints. The idea balanced aspirational lifestyle imagery with practical cues, making projects feel achievable rather than overwhelming.
Working closely with marketing, media, and production partners, I ensured the creative translated seamlessly across formats, from high-impact outdoor placements to digital and social, while maintaining clarity, consistency, and momentum throughout the campaign.
Result
The campaign showcased the breadth of Trade Me’s product categories and encouraged meaningful engagement through interactive watchlist participation. It strengthened brand perception in the DIY space and delivered a cohesive, energetic presence across OOH, digital, and content channels, bringing a fresh sense of fun and purpose to seasonal project planning.
Campaign email
OOH
TVNZ on Pause