How do you quantify a life? Etsy’s new campaign, “Celebrate Being Human,” takes a crack at it through numbers: “We get about 26,826 days. Seventy-six summers. We’ll have around 12 jobs. Ten fresh starts. Six best friends. Four best dog friends. All in, about 15 great loves. Three broken hearts. Five broken leases. 1,205 firsts. 2.5 billion heartbeats.” The ad, a 60-second anthem spot created by creative shop Orchard, showcases moments that might matter for someone—and the objects, which can of course be purchased on Etsy, that might make that person reconnect with some of those special times. Brad Minor, Etsy’s CMO, told us the campaign is aimed at connecting with audiences that might be less focused on traditional life milestones than on the specific-to-them moments. “The numbers make something abstract feel tangible and help surface the idea that a life is made up of both big milestones and small, defining moments in between,” Minor told us in an email. “That framing also connects to how people are thinking today. There’s less focus on traditional milestone paths and more emphasis on personally defined moments of meaning.” Throughout the spot, directed by Jess Kohl, some less-than-traditional celebrations are featured with merchandise—a one-year sobriety chip or an “officially divorced” sweatshirt. Those are the kinds of items that someone might find on an artist marketplace like Etsy. “A lot of e-commerce is optimized around convenience and speed,” Minor said. “Etsy is different in that many purchases are tied to memory, identity, or a specific moment in time.” Read more here.—KM | 
