Shutterstock, a New York-based technology company that serves as a cornucopia of assets for marketers and creative professionals, hasn’t had an ad campaign in six years. The company’s new campaign aims to highlight the quality and variety of the brand’s stock photography library.
The campaign, “It’s not Stock, it’s Shutterstock,” launches in January and invites the subscribers to take another look Shutterstock as not just a mine of images, video clips, music tracks, services and tools, but the source of endless creative inspiration. The platform’s users will notice six new categories, which will include “Fierce to Friendly,” “Bold Background,” “Sunshine Style,” “Home Sweet Home,” “Another Dimension” and “The Look of Love.”
The campaign ad, in its turn, features the fetching Jack Russel terrier dressed in a casual business suit and a shirt, with a message that reads, “Furrystock. Fashionstock. Fetchingstock. It’s Notstock. It’s Shutterstock.”
There’s also a stern-looking sphynx cat with the message that reads, “Fiercestock. Meowstock. Wildstock. It’s Notstock. It’s Shutterstock.”
The “It’s not stock, it’s Shutterstock“ slogan was designed to draw attention to the high variety and quality of the Shutterstock library items, contributed by over 550,000 artists, musicians and photographers, and to highlight the convenience of the search tools offered on the site.
The company’s chief marketing officer, Lou Weiss, said in the campaign press release, “Creativity is now mission-critical for businesses of all sizes. Customer expectations are simply too high– companies with mediocre advertising or visually dull websites are being left behind…. Our campaign is a celebration of the amazing artists who contribute these incredible assets to our platform and highlights the extraordinary value that they bring to creative endeavors every day.”
Shutterstock’s last major campaign came after a rebranding for the company six years ago. The brand’s now ubiquitous “O” was placed around objects like giraffes in high-quality photography–much like a camera’s viewfinder.
The “It’s not stock, it’s Shutterstock” campaign will launch across digital and social channels in the US, UK, Canada and Australia this month and will begin in mainland Europe, Latin America and Asia in the spring.