TaskRabbit
The booking site that finds people to finish your to do’s
AD: Hill Jones
TaskRabbit is introducing older generations to a new age of accomplishment that doesn’t require them to lift a finger. Let’s face it, hard work was a lot more rewarding when it didn’t come with side effects. Which is why TaskRabbit aims to use nostalgia to bring back their prime without the effort that came with it. Promoting the idea that the grind can in fact stop.
This campaign is one of Nike’s earliest, released by John Brown and Partners in 1977. Its memorability is credited to its unique approach of telling a story instead of blatantly selling a product. This allows consumers to relate Nike’s narrative of accomplishment and empowerment while allowing Nike to display their new brand mentality.
The campaign served as a great starting point for TaskRabbit. We aimed to build upon the story aspect of this campaign by outlining the rare feeling of relaxation. Instead of adding to the clutter of product-centric ads, we used the nostalgia and recognizability of this campaign to craft our own story, leaving consumers feeling de-stressed. Exactly what TaskRabbit was designed to do
The Nike Duellist and Nike Air Mariah Campaign were released in 1988 by Wieden+Kennedy. The campaign highlighted footwear that marked Nike's initial foray into the running shoe market. Its primary objective was to raise awareness of their new line by promoting the shoes as cutting-edge in both style and functionality.
We liked the idea of framing our service as cutting-edge. Although we're not entering a new market, we hope to raise brand awareness to attract a new audience. We aimed to promote our brand as innovative yet easy, which is why we adapted this Nike campaign.
The 'Eat Our Dust' campaign was released in the early 90s by Wieden+Kennedy. This campaign marked the re-release of their original styles sold in the 70s, designed to appear identical but crafted with more advanced, durable materials. The high-energy campaign emphasizes the high-quality product while paying homage to their classic design.
Although not as iconic as the other campaigns we chose, this campaign stood out to us. Nike’s ability to advertise their updated old designs to fit ever growing technology was something we wanted to adapt to our brand. The concept of getting work done is not foreign, but using a website to complete your odd jobs is. We wanted our audience to understand how chores should be completed in the twenty-first century.
1989 marks the release of one of Wieden+Kennedy's most familiar ad campaigns of all time: 'Bo Knows.' Feeling the pressure of being titled second best behind Reebok, Nike needed to think creatively about how to get back on the map. They deemed Bo Jackson, the rare multisport pro athlete, the perfect spokesperson to endorse their multifunctional shoe.
The Bo-endorsed multifunctional shoe was the perfect parallel to our multifunctional service. We admired how they portrayed Bo as someone who can do it all, much like TaskRabbit. We chose to expand upon this campaign to inform our audience about the variety of tasks our service can assist them with.
at Foliofest’s winner of best commercial, best print campaign, and best overall
To us, no work pays off. This promotion gives our older audience a comfortable incentive that encourages them to book more help for more entries to win. ‘The Decliner Recliner’ is the final push our audiences needs to lay off the hard work and onto our soft recliner.
The why
The how
This deal runs through National Stress Awareness Month. All of April, TaskRabbit will take a seat for what’s right by celebrating relaxation. Every purchased task will automatically enter the user into a raffle to win. Promotions on social media, TaskRabbit’s website, and print ads will encourage users to scan a QR to learn more.
