Fiverr pivots from 'doers' to partners in first work from new AOR Mekanism

Gone are the work-til-you-drop messages that prompted criticism

Published On
Jan 10, 2019

Editor's Pick

In July, Mekanism won agency of record duties for Fiverr, the Tel Aviv-based freelance services platform known for its ads lauding “doers.” That campaign, from DCX Growth Accelerator, was criticized for lionizing gig economy workers who put the hustle ahead of all else, even their own health.

The new work from Mekanism moves away from the “doer” narrative to one emphasizing partnerships between freelancers and the professionals who hire them. A project manager and the graphic designer he enlists for a quick turnaround go through their day in mirror image, washing up and walking to work in tandem, meeting on similar but different streets. Let’s call it…kismet?

 

Shorter 15-second spots feature other pairs: Laura and Jasmine, who collaborate on voiceover work; Emily and her photographer/editor/designer; business owner Tom who hires Ross to build his social media strategy. The series showcases the different kinds of services and different levels of expertise available through the platform, which made a name for itself as a place to get cheap graphic design. “Fiverr” initially referenced the $5 it cost to get a logo.

 

Out-of-home placements in New York and Chicago feature actual Fiverr users on both sides of the exchange, including Devonta White, a digital marketing manager in Brooklyn, and Darrent DeFreitas, a freelance designer and 2D animator.

Credits

Date
Jan 10, 2019
Client:
Fiverr
Agency:
Mekanism

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Project Type