Savers has launched its first cinema advertisement, ‘One Find, Many Stories’, at this year’s Sydney Film Festival (SFFTV).
The short film-style ad, which aired at the Festival’s free outdoor cinema in Martin Place, follows a single black blazer as it’s discovered and re-worn by different people – each bringing their own story, style and purpose to the same piece.
The video launch forms part of Savers’ growing Thrift Proud movement, which encourages Australians to shop more consciously while embracing their own sense of style. It also brings the brand’s purpose, that secondhand is both affordable and stylish, to life.
Creating a ‘relatable and aspirational’ experience
Natalie Howes, General Manager Marketing & Brand at Savers Australia, told Mediaweek the campaign was designed to bring to life to the meaning of Thrift Proud, from the excitement finding one-of-a-kind item, the satisfaction of getting great value, and the pride in making a choice that’s better for the planet.
“We focused on celebrating the real emotional and practical benefits of secondhand shopping – making the experience feel both relatable and aspirational.
“The ad’s storyline is intentionally simple: one item, worn by different people, reimagined in their world. That everyday authenticity reflects what our customers experience in-store – it’s a treasure hunt that leads to self-expression, sustainability, and smart spending all at once.”
Howes shared that the ad’s concept was inspired by direct experiences from customers.
“One of the most exciting things about shopping secondhand is the ability to uncover an item that speaks to your individual style – and make it your own.
“That’s especially true for younger generations who value self-expression, affordability, and sustainability. In fact, 60% of Gen Z agree that thrifting allows for greater creativity in their style,” she added, highlighting research by Pure Profile on behalf of Savers Australia from 2024.
Natalie Howes: ‘The SFFTV activation in Martin Place offered a creative, high-traffic platform to showcase our brand and message to a diverse, city-wide audience.’
Partnering with Sydney Film Festival
The SFFTV activation at Martin Place coinciding with Vivid Sydney this year expnds the campaign’s reach to potentially 1.4 million visitors via the Festival’s free outdoor cinema, in addition to being shared across the Savers website and social platforms: YouTube, Instagram, TikTok, and Facebook.
Howes said the partnership was a “natural fit” as the thrift superstore continues to expand across Sydney, with the recent opening of Savers Auburn – its third New South Wales store in 12 months.
“The SFFTV activation in Martin Place offered a creative, high-traffic platform to showcase our brand and message to a diverse, city-wide audience,” she added.
The campaign also marks a new chapter in the brand’s Thrift Proud movement, which continues to gain momentum across Australia, and the recent opening of Savers Auburn – its third New South Wales store in just 12 months.
What’s next for Savers
Howes said that Savers is focused continuing to build awareness for the brand and the Thrift Proud movement across Australia.
“That means continuing to find new ways to inspire, connect, and engage with communities through culturally relevant moments and collaborations with like-minded partners.
“Whether it’s working alongside major events like this SFFTV opportunity or exploring other creative platforms, we’re committed to showing how secondhand shopping can be stylish, accessible, and meaningful.”
Campaign Credits:
Client: Savers Australia
Campaign: One Find, Many Stories
Agency: In the Making Communications
Creative Director: Ryan Graf
Executive Producer: Georgia Bainbridge
Producer/Director: Jess Lucas
Cinematographer: Jesse Lane
Gaffer: Louis Corvini
Post Production: Full Stack Films
Voiceover Artist: Andie Crook
Top image: Natalie Howes