Crystal and gemstone side-hustles are celebrated by Sendle as a ray of optimism – Mumbrella

Courier service Sendle is celebrating its passionate small business customers with  a series of quirky ads that reflect the optimism people have for the next six months.

The campaign’s stories, of a man testing his jade roller and a woman charging a crystal, are based on the stories of real life Sendle customers, Zove Beauty and Unicorn Manor.

The ads, which take on an aesthetic similar to film director Wes Anderson, come as Sendle noticed an increase in deliveries of crystals and gem stones. The boast the tagline “Love your hustle, Send with Sendle”.

Sendle’s research during the research phase of the campaign and in the peak of COVID-19 pandemic found that 49% of its customers are running a side hustle on top of a full time job, and 85% were feeling optimistic about the second half of 2020.


Sendle’s chief marketing and customer officer, Eva Ross, said: “It has been a very tough year for so many small businesses in our Australian and US markets, so we felt it was time to add a little bit more magic into the Sendle-sphere, and celebrate our inspirational community of shippers.

“Our stories encapsulate the incredible talent among the side hustlers and small businesses that use Sendle for shipping, and we wanted to cleverly reveal some of the unique and iconic products that we deliver to their customers.”

The campaign was created by 72 and Sunny Sydney, which was named Sendle’s creative partner in September.

“It has been awesome working and collaborating with Eva and the broader Sendle team on this campaign,” said the agency’s head of product, Luke Martin.

“We are stoked to be able to bring some magic to the world with these quirky films and to get the opportunity to write fun little stories about some of the brilliant businesses that use Sendle in Australia and the US.”

The online campaign will appear on YouTube, Facebook and Instagram in Australia and the US. It will run from mid-October to mid-December and continue on the Sendle website for 2021.

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