The Challenge

After launching their refreshed brand platform “Good Finds” last year, Gumtree came to us looking for ways to tell the real stories of people who use the platform. From sofas and bicycles to gym equipment and musical instruments, you can buy almost anything on Gumtree, but our aim was to find the individuals who have gone that one step further and created something amazing from their purchase. Sustainability is a passion point for Gumtree users so focusing on the key messaging of recycling, responsible retailing and community was key to finding stories that spark inspiration and show what opportunities await on the platform.

The Approach

They say one man’s trash is another man’s treasure, so it was key for the series to cast a spotlight on how - with a little care and creativity - you can turn nothing into something.

Shot on location throughout the UK, we produced a 4-part online series featuring four Gumtree users. Casting was key to the success of the series as we wanted to find stories with passionate, humble and endearing characters behind them. From Bristol based band Mumble Tide, who went from strangers to lovers after forming a band via Gumtree, to a 20-year old pizza chef who turned a dream of running his own business into a reality after he purchased a 40-year old horse box from Gumtree. The series featured a varied group of people with special stories to tell.

The Results

Each film gives a striking insight into the lives of our heroes and what makes their Gumtree story unique, illustrating a compelling elevation of the everyday. Inspiring audiences to get involved, the series has racked up millions of views on YouTube so far, and being the most watched content on Gumtree’s Instagram ever.

Credits

Creative Director: Paul Reid
Production: Contented Group