You make. We transfer.
Giving the humble file sharing service a voice. Since their launch in 2009, WeTransfer has been devoted to supporting art and creativity as a key part of its file sharing business model, showcasing artwork on its full-bleed background images and supporting artistic endeavors through direct funding. After nearly ten years of giving the spotlight to artists, they came to Stink Studios in 2017 looking to develop their first large-scale brand communications campaign with the goal of growing their U.S. user base. Through initial stakeholder interviews and strategy development, we found that WeTransfer’s role as a humble facilitator of creativity has informed everything they do. We worked with them to develop a deliberately simple tagline to match their deliberately simple service.
The “You make. We transfer.” campaign is all about supporting creatives and artists throughout the ebbs and flows of their creative process. In digital and social platforms, we highlighted the work of artists, peeking into their process and contrasting WeTransfer’s simplicity with the complex, nonlinear journey of creativity.
YouTube preroll placements utilized our tagline's framework to tell stories of making and doing across a variety of creative disciplines, illustrating that no matter what you make, we transfer. In other social spaces, our work communicated what WeTransfer is and how to use it in ultra-simple video ads.
We took the campaign to print with bold, type-driven executions that further explored the nuances of creativity, positioning WeTransfer as its simple, humble supporter.We celebrated the creative process in a whole new way for the brand’s first out-of-home campaign in the Brooklyn neighborhood of Bushwick. In hand-painted placements, we posted screenshots of the actual email thread between the artist Kelela and WeTransfer about the creative that would eventually go up. After 2 weeks, we refreshed all the creative with a set of photographs provided by Kelela. We imbued the same livey simplicity found in the time-based components of the campaign in the static ones as well.
AGENCY — STINK STUDIOS
EXECUTIVE PRODUCER — JACINTE FARIA
CREATIVE DIRECTOR — YEGO MORAVIA
ASSOCIATE CREATIVE DIRECTOR — TIM BLOUNT
ART DIRECTOR — STEVE OLIMPIO
JR ART DIRECTOR — SARA HAAS
PRODUCER — SEAN QUINN