Gumtree sets up pop up bar in Sydney to showcase range of items found on site

Masterchef contestant Hayden Quinn

Online classifieds site Gumtree has kicked off it latest campaign with a media event which unveiled the Gumtree Garden pop-up bar.

The bar, set in Kendall Lane in The Rocks, Sydney, showcases the range of items that can be found on Gumtree.

Gumtree partnered with designer Dana Tomic Hughes of Yellowtrace to create the bar in just 48 hours with items sourced through Gumtree while Masterchef contestant Hayden Quinn served as the bar’s host, creating a menu of “authentic” Australia dishes.

The campaign, created by Edelman, is supported by a social and digital campaign and radio ads.

Jamal Hamidi, executive creative director at Edelman said: “This integrated campaign is a first for the brand, both globally and locally, and we’re extremely proud to bring it to life.”

The Gumtree Garden is open to the public for a limited time from 5pm to 11pm, Thursday 14th November to Saturday 16th November.

Credits:

• Client – Niki Hennessy, Marketing and PR Manager, Gumtree
• Lead Agency – Edelman
• Angela Hardy, Account Lead
• Matthew Gain, Strategic Direction
• Jamal Hamidi, Group Creative Director
• Kate Spencer, Account Manager
• Cameron Stead, Account Executive
• Design Consultant – Dana Tomic-Hughes, Yellowtrace
• Experiential – Chieftain Communications
• Steve Fontanot – Managing Director / Creative Director
• Neil Parkin – Activation Director
• David Twyman – Producer
• Social – Tongue
• Jonathan Pease, Executive Ideas Director
• Charlotte Marshall, Amplification Executive
• Julia Ruess, Business Manager
• Media – PHD
• Sarah Davidson, Comms Planning Director