Oberland Creates First Campaign for MakerPlace by Michaels with Dancing Crafts

By Kyle O'Brien 

Purpose-driven agency Oberland has created its first campaign for MakerPlace by Michaels and it’s a dance-filled romp that promotes crafters and makers with a dose of soul.

The campaign is designed to build respect for makers and their handmade goods with the tagline “Respect the Handmade.”

MakerPlace, which was launched late last year by craft chain Michaels, is an online marketplace offering handmade goods, artist-led classes, how-to guides and access to Michaels’ assortment of supplies all in one place. The platform is designed to be the best place for handmade artists to sell their handmade goods with lower fees and flexible membership options for new makers and seasoned pros alike. MakerPlace also offers handmade creators more ways to earn through teaching classes and posting how-to’s with commission-generating supplies lists.


To promote all this maker goodness is the “Respect the Handmade” campaign, with an anthem spot set to a fun cover of the iconic song “Respect,” with singing and dancing handcrafted puppets representing some of the items available for purchase on the platform.

With shorter videos, the campaign explores benefits of the platform for both buyers and makers with interviews with some of the characters.

Directed by Conor Finnegan, an artisan of craft and storytelling, and produced by the Emmy-winning independent creative studio, Nexus Studios. The campaign extends across social media, the MakerPlace website, and Michaels’ owned channels.

“The campaign’s purpose centers on respecting and supporting small, independent businesses and the people who buy from them…We chose a song which is indisputably the best song ever written about respect. And the joy is so contagious, even the goods being sold on MakerPlace are psyched to be there. Handcrafted leather bags can’t help but sing and crochet chickens need to bust a move,” said Lisa Topol, executive creative director and managing partner at Oberland in a statement.

Mandy Rassi, CMO at Michaels said that Oberland was the perfect partner to bring to life the respect and admiration the company has for handmade goods and the people who make them.

“With this joyful campaign, we’re proud to be introducing MakerPlace to the masses and supporting our makers in a big way,” said Rassi in a statement.