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Online Service Directory Hipages Makes Tradespeople Heroes Again in Latest Campaign

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BMF spots celebrate 'tradies' winning over Aussie homeowners

Online Service Directory Hipages Makes Tradespeople Heroes Again in Latest Campaign

hipages has launched a new brand platform to hero tradies and win over the hearts of Aussie homeowners. ‘Behind every great home’, celebrates tradies and homeowners as one of the great Australian partnerships. Because great ideas are only as good as the people who can actually make them happen.

The campaign highlights hipages as the place where dreamers and practical doers unite towards the common goal of making a home the best it can be. Founded in 2004, hipages is Australia’s largest online tradie marketplace. Whether you’re building a swimming pool or installing a new kitchen, if you need a licensed tradie, you will always find one you can trust on hipages.

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,” added Mr Papillon.  

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, which includes a full suite of executions across TV, Digital, PR, Social and Radio launched during The Block 2021, as hipages enters its third year as a tier-one sponsor of Australia’s most loved renovation show. The 2021 partnership will see The Block’s latest round of contestants being able to engage local, licensed tradies on demand, through the hipages app, to help them complete their renovation tasks each week. hipages has recently secured 2019 Blockheads, Mitch Edwards and Mark McKie, as ambassadors along with their hipages tradie Jason Charles, bringing to life the tradie/homeowner partnership through in-show integration.

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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 Tucker

Genres: Comedy, People, Dialogue

BMF, Tue, 10 Aug 2021 09:33:33 GMT