MPB is the world's largest online platform for used photography and videography equipment, and Change was its first brand awareness campaign.
Strategy
The team challenged itself to devise a campaign concept, copy and content that was inspiring emotionally and encouraged practical action for change: buying and selling used kit.
The message focused on sustainability for people and the planet, using iconic images on licence, and images made by MPB staff and affiliated talent.
Until 2021, all of MPB's marketing activities had been focused on performance marketing, with 90% on directly attributable media channels; along with a small investment into brand...