Etsy has marked its 20th anniversary with the latest evolution of its brand platform.

Created in partnership with creative agency Orchard, the campaign emphasises the belief that commerce should remain human, highlighting how people crave more meaningful alternatives.

The new TV spot, titled ‘What it Takes’, shifts the focus from what’s being sold to who is selling it—and how.

Running across social, TV, and owned channels- including editorial, on-site, and REM- the campaign also includes a homepage and app takeover.

“In a time when so much of what we see and buy feels the same, there’s something powerful about discovering an item that’s truly special,” said Etsy chief marketing officer Brad Minor.

“Last year we highlighted how Etsy brings humanity to a world increasingly shaped by machines, and this year we’re celebrating originality in a shopping landscape that often prioritises convenience over creativity. As people look for more meaningful alternatives to the mass-produced, we’re proud to spotlight the real stories and skill behind each item—and show how it’s easier than ever to find those special pieces through our app.”

Heather Larimer, executive creative director at Orchard, added: “The most meaningful shopping experiences start with human beings, real people who have honed their craft with care and persistence.

“With this spot, we wanted to show raw and authentic moments of sellers creating, which of course includes inspiration, struggle and finally triumph at creating an object that is truly original. It’s this human originality that differentiates Etsy and creates such a special experience for the buyer.”