As the world starts to get back to normal, online creative talent marketplace Fiverr says it might be time to brush the dust off your dreams. That’s the premise of the brand’s new global campaign, “Something Is Nothing,” which illustrates how successful companies were once just ideas—it only took a bit of action to make them realities.
The anthem spot opens on a shot of an empty stand that looks like it should be showcasing the latest high-tech gadget. “Nothing was nothing, until it was something,” the narrator says as the ad pulls viewers into a fast-paced saga of how different creators, including a video editor, content and UX experts and more begin to craft a story and world around that piece of “nothing,” to transform it into the latest craze.
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It’s a similar story arc to Apple’s memorable “Underdogs” campaign centered on a crew of industrious coworkers and the company’s real-world patent for a round pizza box. Here, however, the collaborators helping to realize someone’s big idea are from Fiverr’s freelance network.
The campaign was inspired by data collected through a study from Fiverr and YouGov that found that 25% of Americans had business ideas in the past 18 months. Well over half never followed through, 58% of them blaming a lack of resources.
“From the research, we were seeing a lot of people wanting to get on, do their business ideas, but they need some help,” said Duncan Bird, Fiverr’s VP of brand marketing and digital. The campaign reminds them “that Fiverr is a great place to turn your nothings into somethings.”
“2021 has presented a major shift in the way employees view work — people are putting autonomy and flexibility above all else, some are even leaving their jobs to take time off and pursue their passions,” added Gali Arnon, chief marketing officer at Fiverr, in a statement. “For many, this means following through on a business concept or taking a risk in their current job by leading a new project or pushing new ideas.”
Fiverr worked with Ostrich Studios on the campaign, while freelancers from its network, including motion graphic designers, game developers and designers, also contributed elements to the push.
The campaign arrives as Fiverr’s business has grown and evolved. According to the company, active buyers of services from Fiverr freelancers from more than 160 countries grew to 4 million as of June 30, compared to 2.8 million the previous year, a year-over-year increase of 43%.
The company’s name originated from the prices for creative services that businesses could find on the site — which started from as low as $5. Not surprisingly, that premise of commoditized creativity has drawn resistance from industry pros. Furthermore, past campaigns such as “In Doers We Trust” that praised those who “eat coffee for lunch” and skip sleep raised eyebrows for seeming to promote unhealthy work practices.
Since then, however, Fiverr’s messaging and mandate have shifted. “We’re always looking to be relevant to our target audience and to listen to what people are saying,” said Bird. “We take people’s criticisms of us very seriously.”
In February, just after premiering its first Super Bowl commercial, Fiverr acquired Working Not Working, the respected industry freelance talent platform known for its pool of expert creatives. Earlier this month, Fiverr purchased learning platform CreativeLive to expand its educational arm for creative professionals.
“The acquisitions that we’ve recently announced and ones that we will announce in the future are really about thinking about the freelancer as a lifestyle of choice and supporting the freelancer not just in a buying and selling marketplace, but what are the services that we can offer to help them,” said Bird.
And while it expands its reach with creatives, Fiverr is also looking to deepen its role with clients as well as an all-in-one platform for digital services, “just as Amazon is ‘The Everything Store’ for physical products,” Bird said.
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