“It’s really time to letgo” TV campaign recognized for compelling
NEW YORK–(BUSINESS WIRE)–letgo,
the fastest growing mobile marketplace for secondhand goods, and CP+B
Miami, the company’s global advertising agency of record, were awarded
the prestigious Bronze Lion for Film at the 63rd Cannes Lions
International Festival of Creativity for “Cliff,”
a TV ad within letgo’s “It’s really time to letgo” campaign. The ad –
the first aired by the company to launch its brand in 2015 – has helped
letgo reach and maintain its place among the top shopping apps for iOS
and Android devices since then. letgo’s entry was one of approximately
43,000 submissions for this year’s highly competitive awards and letgo
was the only platform of its kind to receive an award this year.
Created by letgo and CP+B Miami, the TV campaign uses extreme situations
to illustrate consumers’ irrational attachment to items they no longer
need, and how simple it is to turn those items into cash and find local
deals on other items with letgo. The app’s intuitive mobile design lets
users post items for sale in just seconds, offering a sleek, modern
alternative to older platforms like Craigslist.
“Cliff” was directed by Hollywood filmmaker Noam Murro (“300: Rise of an
Empire”). The campaign also features “Escape” and “Space,” two TV spots
directed by Hollywood filmmaker Craig Gillespie (“The Finest Hours,”
“Million Dollar Arm,” “Lars and the Real Girl”). Both “Escape” and
“Space” were shortlisted in the film category this year.
“Our close partnership with CP+B – and the dynamic, forward-thinking
work we have produced together in only months – have been critical to
letgo’s sharp, early growth,” said letgo co-founder Alec Oxenford.
“letgo has tapped into the enormous and rising demand among consumers
for a better way to buy and sell in their own neighborhoods.”
The Cannes Lions International Festival of Creativity is a global event
drawing communications and creative professionals from around the world.
This year, it attracted more than 15,000 delegates from approximately
free and highly-rated app is a fast and easy way to buy and sell used
goods locally. The mobile marketplace allows users to post an item for
sale in seconds, plus browse what’s for sale in their area and chat
instantly and privately with other buyers and sellers nearby. letgo
was founded in January 2015 by Alec Oxenford and Jordi Castello, with
co-founder Enrique Linares joining soon after. The company launched its
platform publicly in May 2015 and the mobile app has already been
downloaded tens of millions of times. Oxenford, an expert and
accomplished entrepreneur in ecommerce, previously founded and scaled
global online classifieds leader OLX
(co-founded by Fabrice Grinda), which has hundreds of millions of active
users in India, Brazil, Poland and other growth markets around the world.
CP+B, a member of the MDC Partners network, has a client list that
includes Infiniti, Domino’s, Kraft Heinz, PayPal, American Airlines, The
Hershey Company, Charles Schwab, Fruit of the Loom and Hotels.com.
CP+B’s employees collaborate across 10 global offices in Boulder, Miami,
Los Angeles, London, São Paulo, Gothenburg, Copenhagen, Stockholm, Hong
Kong and Beijing. The agency is one of the most-awarded in the world,
having been named “Agency of the Decade” by Advertising Age and “Agency
of the Year” 13 times in the trade press. No other agency has won more
Grand Prix awards at the Cannes Lions International Advertising Festival
in the past 15 years than CP+B, and they are the only agency to have won
the Titanium Grand Prix three times.