Creative Brief

Depop is a leading UK youth resale platform at the intersection of style, community, sustainability, and value. While competition is growing louder, Depop’s improvements put them in a strong position to regain attention.
Reignite cultural relevance and make Depop the “talk of the town.” The campaign must spark conversation, showcase uniqueness, and highlight Depop as the most exciting platform for circular fashion.
18–34-year-olds in the UK, already engaged with secondhand fashion. Includes both buyers seeking inspiration and variety, and sellers looking for easy income and reinvestment into style.
Depop cannot outspend rivals, so campaigns must be disruptive, unexpected, and community-driven. Activations should feature and empower Depop’s people, partners, and talent. Avoid traditional tropes, embrace a challenger mentality, and create buzz through bold ideas.
A word-of-mouth campaign presented via slides or video, with optional interactive elements.

Our Approach

Our campaign takes a multi-platform direction, seamlessly moving between digital spaces, print, and large-scale outdoor placements. Central to this vision is a focus on designer vintage—positioning Depop not only as a marketplace but as a cultural hub where both sellers and buyers are recognised and celebrated for their creativity.

The campaign elevates community members into the spotlight, extending beyond online channels to fashion magazines and iconic billboards in global fashion capitals. By giving Depop users the opportunity to become the “one-off model” or “super star,” we underscore the brand’s ethos of individuality, inclusivity, and self-expression.

Our Deliverables

In line with shifting media behaviours, we also embrace the resurgence of print, curating collectible coffee-table style magazines that hold enduring cultural and aesthetic value. This aligns with recent studies highlighting a renewed consumer gravitation towards tactile, high-quality print experiences in fashion and lifestyle contexts (McMillan, 2023).