Airtasker Launches New Brand Positioning With VIRTUE

Australian-born tech start-up, Airtasker, is set to expand globally with a new campaign and re-imagined brand identity.

Local services marketplace Airtasker, in partnership with VIRTUE, the creative agency by VICE, today announced a repositioning of the brand as it enters a new phase of global growth with advertising campaign, ‘The Best Person For the Job Isn’t Always Who You Think’.

Tasked with making Airtasker synonymous with its mission to empower people to realise the full value of their skills, Airtasker brand lead Alexandra Tully commissioned VIRTUE to help bring the mission to life with a re-launched brand positioning and creative platform.

Tully said: “Not only does Airtasker create jobs and incomes for real people, it creates a purpose for real people.

“We aren’t just building an app – we’re creating the infrastructure that allows people in our community to connect, share their skills and to earn a living in doing so.”

VIRTUE senior strategist, Melanie Mahony said: “Society has made huge leaps and bounds in workplace equality over the past 50 years, but discrimination and unconscious bias about what makes one person more “right” for a job than another is still holding many people back from realising the true potential of their skills.

“‘The Right Person For The Job Isn’t Always Who You Think’ is Airtasker’s way of communicating their genuine belief that everyone should have equal opportunity to earn a fair living from their skills, while also reminding people to be a little more open-minded and accepting of others.”

VIRTUE client business lead, Matty Graham said: “Partnering upstream with the brand and growth team at Airtasker has been a huge privilege.

“The Airtasker team is helping transform the way people see themselves and value their skills while tackling the cultural tension of employment discrimination head-on. It’s been incredibly rewarding.”

VIRTUE senior creative, Edwin Hughan added: “It was great working with real Airtaskers, ensuring we made something they’d be proud to be a part of, and for other people to relate to.”

‘The Best Person For the Job Isn’t Always Who You Think’ campaign sees the tech platform and VIRTUE celebrate the incredibly diverse (and sometimes surprising) talents and expertise of its Taskers, showing that Airtasker is more than simply a place to get odd jobs done.
Credits:
Airtasker
Brand Lead: Alexandra Tully
VP Design: James Nau
VP Growth: Andrianes Pinantoan
Creative agency: VIRTUE
Production company: Curious Films
Sound Design: Nylon

At B&T, we believe that advertising like this can shape and influence culture. That’s one of the reasons we created Changing the Ratio, Australia’s diversity and inclusion conference for the advertising industry. Check out the 2019 schedule today.

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airtasker Alexandra Tully Edwin Hughan Matty Graham Melanie Mahony virtue