New York / Berlin, July 15, 2022 – StockX, the leading global platform for trading popular consumer goods, has launched a new global branded platform, “Own it”. Everything revolves around the message “Be yourself” – for StockX that means: showing the real you.
“Own it” celebrates self-confidence and self-realization. The new platform functions as an ode to self-esteem; it should be a mantra and mental support for everyone who wants to share their story with the world – without words.
The campaign video shows brief insights into the lives of different people who are in different places, in changing situations and in diverse subcultures. Faces are never shown. Instead, you see the personal style, hobbies, passions, and forms of artistic expression of each character. In the campaign video you can learn everything about the self-realization of the protagonists – fans of the card game “Magic the Gathering”, gamers and streamers or a parent-child duo creating flower arrangements out of Lego.
Deena Bahri, CMO at StockX: “StockX is so much more than a platform to buy and sell sneakers. We built a community built on accessibility and inclusivity, where people can express their passions and express themselves freely. ‘Own it’ is the Embodying that ethos. Whether it’s art, collectibles, clothing or electronics, on StockX, connections are made by sharing the joy of products. Everyone can connect with culture and zeitgeist through what they love, and this brand message underscores just that. ‘Own it’ is a platform through which you can find self-confidence, express your identity and literally own whatever product or feeling you have.”
The “Own it” campaign was created in partnership with the creative agency Mojo supermarket.
Jake Herman, Senior Producer at Mojo Supermarket: “My mother always told me, ‘Wear the clothes, don’t let the clothes carry you.’ Our campaign plays with the idea that good things strengthen you and show others what makes you who you are without having to explain yourself at length. Because there is a difference between having and owning. Owning goes beyond the physical. When a person has something unique about them and stands up for it, they exude confidence. You only have to look at her and you immediately know who she is, what is important to her and what motivates her to get up in the morning. The items available on StockX give you that feeling. Limited editions, red-hot products, hidden treasures that appeal to our little feel-good needs. Despite this, we agreed that the campaign video should not be a film about fashion or specific products. We see ‘Own it’ more as a character study. The faceless people featured in the film stand up for every facet of themselves. So we don’t just style the actors to make them look cool. We give them backstories. How they dress, how they behave, the objects they choose: it all reflects who they are. And that’s what ‘Be yourself’ means.”
As StockX continues to invest heavily in its global expansion, the video will initially roll out in the US, UK, Canada, France and Germany. In addition to the two 30- and 60-second clips, the platform will expand its reach: the “be yourself” approach will be expanded through a series of “real-life extensions”, including an activation at TwitchCon Amsterdam and a new physical -Distribute the digital Discord experience to the global drop-off stores. Future StockX partnerships with Marvel, Snap and VOGUE will carry the message as well.
Own It is directed by Love Song’s Elliott Power. This is the first commercial he has aired in the US as a solo director. With a background in music, film and fashion, Elliott Power brings his own unique style and artistic expression to convey what own it really means.