Trade Me Spring
campaign
Role Lead Designer/ Creative Director
A spring campaign that invited Kiwis to turn their outdoor DIY dreams into reality using Trade Me. By curating a dream watchlist of new and used items, users could enter to win up to $20,000 towards their backyard transformation. The campaign combined social sharing, practical how-to content and eye-catching visuals to inspire every kind of DIYer — from casual tinkerer to full-scale renovator.
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 new, action-driven way. The campaign needed to appeal across a wide DIY spectrum – from pros to dabblers, and drive both participation and brand perception as the go-to for project inspiration and gear.
Result
As lead designer for this campaign, I developed the visual concept, designed all campaign imagery using AI tools and oversaw execution across OOH, digital and content channels. The campaign successfully showcased Trade Me’s breadth of product categories, drove engagement through interactive watchlist entries, and brought a fresh layer of fun and functionality to the outdoor DIY space.
Campaign email
OOH
TVNZ on Pause
The Thinking Phase
