The RealReal Writes a Love Letter to Most Precious Items

The RealReal and Team One launch new campaign 'Love Letter to Most Precious Items'.

In the new campaign, The RealReal is reminding consignors of the adventures that their items used to have, on a mission to get them thinking about the items that sit unworn and loved in the back of their closets. The sentiment is woven through the various vignettes that see loved items take protagonism during unforgettable moments like weddings, career advancements, travels, love affairs, and more, prompting viewers to consider releasing their loved items for a more fun future with the line - “if you loved me, let me go to…The RealReal.”

Team One and The RealReal leaned into the cultural insight that consignors have a hard time letting go of their luxury goods because they love the memories they shared with them. The campaign plays into the moment when consignors can let go and sell – recognising the ultimate expression of love is letting go so that those most cherished items can have a new chapter.

“We have a long history of partnering with premium brands to help them connect with cultural and social truths. We embraced theThe RealReal’s brief of tapping into their audience’s emotional consignment journey to remind them sometimes, we need to let go of the things we love most,” said Chris Graves, chief creative officer at Team One. “The RealReal’s advertising plays heavily into the emotional relationship we develop with valuable items that define or represent key moments in our life, reminding us that new chapters can be cathartic and beneficial in so many ways.

“Our closets are emotional. We fall in love with items that express who we are, and then live our lives with them, it’s sometimes hard to let go of that past. This campaign brings that sentiment to life in a new way, by showing audiences that the ultimate expression of love for that item and the memories you share is through letting it go to someone else who will love it too,” said Caroline Gardner, head of integrated brand marketing for The RealReal. “We’re excited for this love letter to our most loved items to connect with consumers as we can all relate to the feeling of cherishing those special valuables we wore or purchased that marked a before and after in our lives.”

The new campaign includes 30-second and 15-second spots for TV, online video, and social to help further amplify the work.