Depop has unveiled a new brand campaign that flips the narrative on secondhand shopping by spotlighting the emotional spark that happens when someone, somewhere, just ‘gets’ your style.
Created in partnership with Uncommon Creative Studio, the campaign taps into the quiet thrill of feeling seen, that universal feeling when someone likes what you like.
At the heart of the campaign is the idea of the ‘Depopelganger’ – two people, who are worlds apart, but brought together by a shared sense of style.
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“Early into concepting, we came across a social post where someone who sold a sweater on Depop saw the person she sold it to, five years later at a bar in Manhattan,” said Kelley Barrett, creative director at Uncommon. “The comments were all like, ‘OMG this is fate, what are the odds, this happened for a reason.’”
Supporting the spot is a full-scale media rollout including out-of-home, streaming radio (Spotify, SiriusXM), connected TV (Disney, Amazon, Roku, Netflix, YouTube TV) and paid social across TikTok, Meta and Pinterest.
Credits
Project title: Depopelganger
Client: Depop
Creative studio: Uncommon Creative Studio
Director: Tom Emmerson
Production company: Serial Pictures
Executive producers: Sara Greco, Jason Lovelock
Service company: Grandma
Director of photography: Ben Carey
Editorial company: Cartel
Editor: Paul O’Reilly
Music: White Winter Hymnal by Fleet Foxes
Sound: Soundtree
Colorist: Tim Smith at Rascal
Visual effects: Black Kite
Music: White Winter Hymnal by Fleet Foxes
Sound: Soundtree
Audio Mix: New Math
Colorist: Tim Smith at Rascal
Visual effects: Black Kite
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Out-of-home and social
Photographer: Ben Toms
DP: Léo Servant
Agency: We Folk
Producer: Amy Gallagher
Music/mix: New Math
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Uncommon Creative Studio NYC
Uncommon is a creative studio building brands that people in the real world actually wish existed.