Etsy has celebrated its 20-year anniversary by unveiling the next installment of its brand platform.

Devised by creative agency Orchard, the campaign leans into the idea that commerce should be kept human and shows how people long for something different.

Titled ‘What it Takes’, the TV spot aims to shift focus on away from what is being sold to how it is being sold and by whom.

Heather Larimer, executive creative director at Orchard: “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.”

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The film follows three Etsy sellers, Maria, Alicia and Luke as they create their products. It shows them sanding, sketching and starting over.

It will run across social media, TV, and owned channels, including editorial, on-site and REM. The campaign features 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 CMO 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.”