Reddit Australia launches first brand campaign via R/GA and Initiative

Reddit has launched its inaugural consumer brand campaign in celebration of Reddit’s Cake Day in Australia, with creative from R\GA and media from Initiative.

‘Find your people’ draws inspiration from the platform’s 100,000+ active communities as spaces for everyone to find shared belonging and understanding.

The campaign comes more than 12 months after Reddit expanded into Australia and is set to launch nationally across out-of-home, digital, and audio, reflecting the diverse and unique communities across Australia, such as r/magpies and r/australia.

“People naturally want to connect with others who share similar interests and champion their dreams and this has only intensified in a post-COVID world,” said Claire Waring, executive creative director, R/GA Australia. “Reddit is a unique platform that unites people of all ages and backgrounds. This wealth of humanity creates a huge range of intelligent, hilarious, and heart-warming content that has been the inspiration for this campaign.”

The campaign comes as the platform’s local team has tripled in size over the last year, with the product, sales, marketing, policy, engineering, and community teams all driving growth and engagement.

“The sparks fly when Aussies engage in communities, where their shared interests and experiences are seen, understood, and celebrated with other Reddit users. Over the last year, we’ve been intentional in creating community, belonging, and empowerment for both Reddit users and brands alike,” said Reddit’s market director for Australia, David Ray. “We’re excited to launch our first-ever brand campaign in the region that speaks to Australians and highlights even more communities for them to dive into on Reddit,”

Credits

Client: Reddit
Campaign name: Find Your People

Agency: R/GA Australia
Group account director: Katie Morgan
Senior account manager: Matilda Lundy
Senior producer: Sebastian Leat
Senior strategist: Scott Mckinnon
Executive creative director: Claire Waring
Associate creative director: Pete Mountford
Associate creative director: Ben Newman
Creative design director: Jess Tainsh
Executive producer: Chris Smyth
Executive content producer: Kyle Belcher
Visual & motion designer: Maya Murray
‘Sam Wickham – Senior Editor’

Reddit
Australia market director: David Ray
Head of brand creative: Tavish Maclellan
Senior creative lead: Chris Potts
Community relations, Australia: Theodora Chan

Initiative
Chief strategy office: Chris Colter
Strategy director: Camille Gray
Head of communications design: Ryan Haeusler
Partnerships director: Julian Monty