Once new, now great: Ricardo launches new campaign for used goods
At Ricardo, things live on—in new hands, with new stories. Not in a moralizing or preachy way, but in a human and honest way. This is where the new “Freundliche Grüsse” campaign comes in, showcasing everyday situations in which unassuming Ricardo finds become surprising heroes.
In a world where new things are constantly appearing, things are replaced faster than they are appreciated. At Ricardo, however, the opposite happens: Here, good things get a second chance. And people get the good feeling of having done something right.
Under the motto "Everyday Weirdness", the campaign shows slightly over-the-top, quirky everyday Swiss situations. Whether it's a stand mixer that gets your morning off to a smooth start or an armchair that becomes the place for the best ideas - inconspicuous found objects are placed center stage and become real everyday heroes for their new owners. The implementation remains deliberately down-to-earth.
Visually, the campaign relies on a dynamic visual language: short, pointed moving image sequences lead the viewer directly from an ordinary situation to the second-hand object by means of a zoom-in. This makes it clear that the products are not just everyday objects, but become part of a new, individual story. The main headline is "Used to be new. Is great now." is used. The theme-specific headlines have the same style: "Used to be new. Is now exactly your style.", "Was once new. Is now the best place for your head cinema." or "Was once new. Is now your kick-start to the day." are examples. The headlines get to the heart of the circular economy. A diverse cast acts in realistic living situations.
"With this campaign, we are emphasizing the emotional and sustainable value of second-hand objects, which are opening a new chapter at Ricardo. We are focusing on the relevance of the circular economy in a modern and human way, without pointing a finger," comments Priska Cavelti, Director Marketing at Ricardo.
"We don't just present the products as second-hand goods, but as desirable unique items with character. By combining modern aesthetics with a pinch of humor, we make the joy of discovery that defines Ricardo a visual and emotional experience," says Pascal Deville, CD at Freundliche Grüsse.
The campaign is being rolled out across Switzerland with immediate effect using (D)OOH subjects and online measures.
Credits:
Responsible at Ricardo: Priska Cavelti (Director Marketing), Cathrine Günther (Senior Digital Marketing Manager), Vivienne Merz (Brand Marketing Manager), Servanne Bedel (Junior Brand Marketing Manager). Responsible at Kind regards: Pascal Deville, Samuel Textor, Fabian Biedermann (overall responsibility), Laura Leuenberger (art direction), Philipp Gloyer, Timo Ueberall (copywriting), Damian del Fabbro (consulting), Pascal Duschletta (agency producer), Lily Marr (set design). Direction and photography: Patrik Lindén. Production: Rockenfeller & Göbels. Postproduction: Remotepost.
