Hipages Makes Tradies Heroes Again In New Campaign Via BMF

Tradie Marketplace, hipages, has launched a new brand platform, via BMF. “Behind every great home,” celebrates tradies and homeowners as one of the great Australian partnerships.

The campaign aims to highlight hipages as the place where dreamers and practical doers unite towards the common goal of making a home the best it can be.

Appointed in June following a competitive pitch between three Australian creative agencies, BMF was the lead creative agency to launch the new brand platform

Guillaume Papillon, head of brand and communications at hipages, said: “BMF’s approach to our brand relaunch nurtured and elevated our existing brand to create something magical, rather than ignoring the solid foundations we have built for the hipages brand over the past few years.

“Understanding and successfully positioning a two-sided, online marketplace can be challenging, but also an exciting task for brand experts and creatives. I feel like we have succeeded in doing so with this new brand platform.

“BMF has a proven track record for driving exceptional growth for Aussie brands and for creating enduring ideas that are true to the brand sentiment and purpose. We are confident that together we will create happier Australian homes.”

Pia Chaudhuri, executive creative director at BMF, said: “Homeowners get to reap the glory that comes with a much-improved home, often taking the credit for the hard work of the tradies involved.

“We wanted to show that you need a tradie behind you to make those home improvement dreams come true. And when you think about it, civilisation as we know it wouldn’t exist if it wasn’t for the people with the skills and smarts to make even the wildest ideas a reality.”

The new campaign, includes a full suite of executions across TV, digital, PR, social and radio launched during The Block 202. hipages is also a tier-one sponsor of The Block.

Credit List

Creative agency: BMF

Chief creative officer: Alex Derwin

Executive creative director: Pia Chaudhuri

Art director: Leila Cranswick

Copywriter: Lisa Down

Head of art and design: Lincoln Grice

Designer: Gabriel Mangulabnan

Chief strategy officer: Christina Aventi

Planning director: Rachel White

Chief executive officer: Stephen McArdle

Head of account management: Richard Woods

Account director: Denniz Post

Account manager: Anja Cherry

Head of TV: Jenny Lee-Archer

Agency producer: Claire Seffrin

Director: Owen Trevor

Production Company: Rabbit

Executive producers: Alexandra Hay and Lucas Jenner

Producer: Belinda Dean

Post-production: The Editors

Editor: Ryan Boucher

Music and sound: Sonar Music

Composer: Jono Ma

Sound designer: Timothy Bridge

Executive producer: Sophie Haydon

DOP: Peter Eastgate

Creative services director: Clare Yardley

Client: hipages

Brand manager: Caroline Huynh

Head of brand and communications: Guillaume Papillon

VP of marketing: Nick Ellery

Chief customer officer: Stuart Tucke

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BMF Guillaume Papillon hipage Pia Chaudhuri