Ricardo and Contexta define the new New
With Contexta’s new brand campaign, Ricardo is championing a new form of consumption and positioning secondhand goods as a genuine alternative to new items.
Despite the many added values that secondhand offers, around a third of Swiss people have never bought secondhand. A representative survey shows that - in addition to concerns about selection and condition - many people simply do not have secondhand on their radar screen as an alternative to new goods.
To change this, the online marketplace has collaborated with the creative nomads at Contexta to develop a brand campaign that positions Ricardo's secondhand as the antithesis of new goods. With the message "Discover the new new" and backwards shot spots, the aim is to encourage a reversal of shopping behavior.
Responsible at Ricardo: Christine Moch (Project Management); Priska Cavelti (CMO). Responsible agency: Contexta. Production: Shining Film. Directed by: Mitch Bekk. Music: Pablo Nouvelle. Recording studio: UKO.
