Grays encourages Aussies to sell like a hero in new campaign via Bounce Creative + Entropico

CB Exclusive – Semi trailers in space, exploding machinery and dancing on top of super yachts – nothing is off limits in this superhero fuelled content series created by agency Bounce Creative and production company Entropico.

 

Bounce Creative and Entropico enter their second year of partnership with Grays [formerly GraysOnline] to deliver the goods, as they encourage audiences to sell like heroes in the latest brand campaign. Revisiting the crowd pleasing “It Pays To Sell With Grays” jingle established in 2020, the team brings new life to the tagline, with over the top action and VFX dialled up to new levels.

With online purchases growing by over 30% in Australia in 2021, cementing the brand as a market leader has been the ongoing strategy for the business.

Says Natalie Ashes, chief digital officer, Grays: “While most brands are focusing on buyers, Grays is focused on sellers. We have over 3 million customers and never has it been so important to maintain stock because we are seeing persistently elevated auction results on our platform.”

While Grays managed to reach new audiences throughout 2020, changes in the social media landscapes and COVID driven behaviour shifts meant a safe replay of last year’s campaign was off the cards.

Says Joel Chapman, executive creative director, Bounce Creative: “We knew that social privacy changes and algorithm shifts would impact our media dollars, so our creative idea needed a bang. We’ve tapped into the insight that listing items to sell online can be a bit of a pain, but with the Grays’ expert tools in your hand, you can feel empowered to sell like a hero. We’re excited to share these high impact executions, which are designed to jump off screens, where users are scrolling through 100 meters of content a day!”

The content was created under rigid COVID safe shooting regulations, which have become somewhat normal over the last 18 months, and have seen the agency team adapt to changes and look for innovative production solutions.

Says Tim Burnett, executive producer, Entropico: “This year we wanted to go bigger and better with our shoot. The scripts and lengths of these spots required us to show off a bold visual language, so we opted to shoot in large format. Images from LF camera systems are incredibly beautiful, and make a huge difference when trying to command a viewer’s attention. They also provide the team with the ability to frame each shot for all aspect ratios without compromising the quality of the compositions; a must on a tight schedule. Our director, Chester Buchanan, and the rest of the team worked tirelessly to pull this off under adapted shooting conditions. We’re very proud of the team and the results.”

Client – Grays
Chief Executive Officer – Chris Corbin
Chief Technology Officer – Jeff McLean
Chief Digital Officer – Natalie Ashes
Executive Manager – Michael Bray
National Head of Industrial- Michael Pankhurst
Marketing Manager – Graziela Bastos
Digital Marketing Lead – Sinara Lopes
Specialist Marketing Coordinator – Jessica Gore

Agency – Bounce Creative
Executive Creative Director – Joel Chapman
Art Director – Jacob Lumsdaine
Copywriter – Todd Waldron
Media Director – Neil Warren
Media Manager – Adam Sullivan
Digital Design – Alessio Centritto

Production – Entropico
Director – Chester Buchanan
Director of Photography – Tom Black
Executive Producer – Tim Burnett
Executive Producer – Harry Hunter
Production Manager – Gus Kennelly
First AD – Annabel Mills
First AC – Gary Morris
Producer – Emily Green
Gaffer – Nick Gascoine
Best Boy – Richard Hawkins
Hair & Makeup – Celeste Gubb
Stylist & Costume Design – Angela Cheung
Stylist – Katy Blom
Art Department – Morgan Ferguson
Art Dept Assist – Amelia Dondas
VFX Supervisor – Oliver Eather
Photographer – Cole Bennetts
Digi Op – April Josie
Post Supervisor – Emily Green
Editor – Chester Buchanan
VFX – Oliver Eather
VFX – Joshua Maher
Designer – Bridget Leigh
Colourist – Yanni Kronenberg
Traffic Management – CATO