Anomaly, Squarespace Say You Should Follow Your Dream

By Erik Oster 

Anomaly launched its first campaign for Squarespace since being named lead creative agency last November.

The campaign’s tagline provides an answer to anyone with a passion who wonders if they should pursue it: “You Should.” A 60-second anthem ad opens on an ice skater practicing alone in the rink, before moving on to a drummer in the studio, a woodworker, an artist, an urban gardener, a designer and more. Around the 30-second mark, the voiceover delivers the message, “If it consumes you, if it takes root inside of you, if it makes you dream, let it,” followed by the “You Should” tagline. The clear message is that Squarespace can make pursuing those dreams a possibility, since it lets you “build a beautiful website” in an easy-to-manage way, a clear communication of the brand’s main selling point. In addition to the 60-second broadcast spot and 15-second spots featuring creators from the anthem ad, the integrated campaign will also span digital, OOH and print. It will continue with ads featured in the Super Bowl (following up last year’s big game ad starring Jeff Bridges) and the Academy Awards.

“‘You Should’ is a provocation to the millions of people out there who sit on their ideas and don’t know where to express them,” Anomaly CCO and founding partner Mike Byrne told Adweek. “Squarespace is an ideal platform for not just giving your ideas life but being able to celebrate them in their truest and most beautiful form. It’s essentially the ultimate creative tool and platform for expressing them. In this work, we wanted to pinpoint the creative moment before self-doubt dissuades most of us from making our ideas a reality.​”

“Much of our marketing is about connecting with creators that share our values,” added Squarespace founder and CEO Anthony Casalena. “2016 will be a big year for us, and we’re excited to launch our new campaign that will inspire others to follow their passions and create something beautiful on Squarespace.”

Client: Squarespace
Founder and CEO: Anthony Casalena
CCO: David Lee
Director of Brand Marketing: Amory Wooden
Art Director: Andre do Amaral
Agency: Anomaly
Photographer: Dustin Aksland
Cinemagraphs: Josh Rothstein
Production Company: Fill in the Blank
Production Company: Radical Media
Director: Derek Cianfrance
Director of Photography: Sean Bobbitt
Executive Producer: Frank Scherma
Executive Producer: Greg Carlesimo
Head of Production: Frank Dituri
Producer: Cody Ryder
1st Asst. Director: Dave Backus
Wardrobe Stylist: Choo Choo Kim
Hair/Makeup: Michelle Beck
Production Designer: Jade Healey
Editorial/VFX/End Titles: Arcade
Editor: Jeff Ferruzzo
Assistant Editor: Sam Barden
Producer: Gavin Carroll
Animator Scott Pallo
Flame Artist Tristian Wake
Flame Assistant Mark Popham
Executive Producer: Sila Soyer