The average American household has $3000 in “stuff” just sitting around collecting dust. It should be an easy problem to solve, right? Just get rid of it. But then you realize you can't because, reason be damned, you've become emotionally attached. From the initial pitch, and the days when letgo didn't even exist, until today (its valuation recently topped $1 billion) I served as the account's creative lead and point person. EDIT: letgo was recently purchased by OfferUp, so just pretend the logo says, “OfferUp.”

"Cliff"

"Escape"

"Quicksand"

"Disco Ball"

"Monk" :15

The Case Study

Social

#SecondhandSunday - Social Campaign

People who buy and sell secondhand love to talk about it. But while secondhanders had formed a tighknit community in the real world, there wasn't much going on online. Since most people do their secondhand buying and selling on the weekend, we launched the #secondhandsunday campaign to rally the online secondhanding community, to remind people of the benefits of secondhanding, and to give proud secondhanders a way to spread their version of the Sunday gospel. 

Our media plan only called for :30 DJ live reads. I badgered our poor media folks, account execs, and clients into changing the media plan to include "real" radio. Ever since the "Love Letters" campaign, every media plan has included scripted radio–our clients' have insisted. 

"Love Letters"

This campaign not only got our clients to see the power of radio, it won the $5000 Best Campaign prize at the Radio Mercury Awards. I used the prize money to help pay for about a week of my kids' daycare. 

"Sell Your Car on Letgo Instead"

We think it's crazy that people still leave handwritten for-sale signs with their phone numbers in their car windows . So, we called actual numbers we saw and told the sellers we thought what they were doing was kind of dumb, especially now that they could be selling their car on letgo.