Reddit's Fun 'Find Your People' Campaign Salutes Niche Passions

What are you really into these days?

Sharing deep, philosophical musings that pop into your head as you lather up? There’s a subreddit for that! (r/ShowerThoughts.) Are pudgy cats your jam? Visit r/Chonkers. Adore dressing up as fictional characters? Try r/Cosplay.

Reddit boasts more than 100,000 communities catering to virtually every mainstream hobby, esoteric interest and oddball obsession. So, you’re sure to find folks who share your passions, eager to chat for hours on just about every conceivable topic.

That’s the gist of a playful campaign rolling out this week across TV, digital and OOH in the U.S. and Canada.

R/GA “Find Your People ads convey Reddit’s ability to foster community among like-minded folks and take gentle jabs at significant others who don’t get their partners’ mania for everything from houseplants to sinfully small kittens.

“People come to Reddit to connect in ways they might not be able to elsewhere,” says the company’s head of brand marketing, Dong Chen. “While we were working on the campaign, there were many stories across the team of how we used Reddit to find human connections for interests that our friends or family may not share. Sometimes the people we know the least get us the most.”

“Find Your People” is designed to reach new and existing users, building on existing momentum that saw the brand grow about 40 percent across North America in the past year. As part of the push in Canada, Reddit will partner with Live Nation and agency Salt XC for a Budweiser Stage summer concert experience.

Teased last week at Cannes Lions, the campaign marks Reddit’s first consumer outreach since its lauded 5-second regional Super Bowl hack in 2021, and includes the brand’s first national TV buy. The effort also features billboards that rock a pleasingly minimalist aesthetic:

As for the commercial shoot, “many of the lines we ended up using were actually improvised takes versus the takes we scripted,” Chen says.

And the cosplay guy didn’t wear his own costume. We think.

CREDITS

CLIENT: Reddit
CAMPAIGN NAME: Find your people
AGENCY: R/GA California

VP, EXECUTIVE CREATIVE DIRECTOR: Bryan Gregg
CREATIVE DIRECTOR: Kevin Koller
ASSOCIATE CREATIVE DIRECTOR, COPY: Scott Steele
ASSOCIATE CREATIVE DIRECTOR, VISUAL DESIGN: Hera Yeung
COPYWRITER: Aishika Sen
JUNIOR ART DIRECTOR: Jameson Thornock
MOTION DESIGN DIRECTOR: Felipe Mahalem

VP, EXECUTIVE DIRECTOR, CREATIVE & INNOVATION PRODUCTION: Hana Newman
EXECUTIVE CONTENT PRODUCER: Dustin Freeman
SENIOR CONTENT PRODUCER: Alec Carrier
CONTENT PRODUCER: Laura Allin
ASSOCIATE CONTENT PRODUCER: Jon Hill
DIRECTOR, CONTENT PRODUCTION: Erica Jensen
SENIOR CONTENT PRODUCER: Patrick Gosse
SENIOR MECHANICAL ARTIST: Minjie Gao
SENIOR MANAGER, BUSINESS AFFAIRS: Natalie Roback
ASSOCIATE MANAGER, BUSINESS AFFAIRS: Daniella Cunningham

SVP, MANAGING DIRECTOR: Cara Watson
SVP, GLOBAL HEAD OF INSIGHTS: Christian Kugel
VP, EXECUTIVE STRATEGY DIRECTOR: Yael Cersarkas
GROUP STRATEGY DIRECTOR: Kaitlyn Frysztak
STRATEGIST: Erica Carin
DIRECTOR, MARKETING SCIENCES: Ricky Weina

GROUP ACCOUNT DIRECTOR: Parry Rominger
MANAGEMENT SUPERVISOR: Paige Poulsen
EXECUTIVE PRODUCER: Katie Cahill
EXECUTIVE PRODUCER: Keaton Wilson
EXECUTIVE DIRECTOR, PRODUCTION & OPERATIONS: Chris Forsythe
PRODUCER: Flor Merino
SVP, GLOBAL HEAD OF MEDIA & CONNECTIONS: Ellie Bamford
GROUP DIRECTOR, MEDIA & CONNECTIONS: Faviana Campbell
MEDIA SUPERVISOR: Jazmin Temores
SENIOR MEDIA STRATEGIST: Alice Wang
ASSOCIATE MEDIA STRATEGIST: Ezequiel Iglesias
ASSOCIATE MEDIA STRATEGIST: Josefina Raposo

DIRECTOR: Pete Marquis
DP: Julia Swain
EP: Victoria Guenier
LINE PRODUCER: Joseph Soutullo
EDITORIAL: Union Editorial
EDITOR: Karen Kourtessis
STYLIST: Arielle Antoine
CASTING: Elevator Casting
MUSIC: Found Objects

REDDIT
CHIEF MARKETING OFFICER: Roxy Young
HEAD OF BRAND MARKETING: Dong Chen
BRAND MARKETING SPECIALIST: Katie Ambrose
HEAD OF BRAND CREATIVE: Tavish MacLellan
SENIOR CREATIVE LEAD: Chris Potts
CANADA MARKET DIRECTOR: RJ Pauloski
CONTENT PRODUCER: Lisa Pertl

Partner Agencies

CAIRNS ONEIL (CANADA MEDIA STRATEGY & BUYING)
PRESIDENT: Devon MacDonald
COMMUNICATIONS DIRECTOR: Trish Irwin
DIGITAL DIRECTOR: Robert Nolan
DIGITAL SUPERVISOR: Lily Keung

JAW ADVERTISING (CANADA CREATIVE ADAPTATION)
PARTNER: Doug Walker
PARTNER, CREATIVE DIRECTOR: David Jones
SENIOR DESIGNER/SENIOR MOTION DESIGNER: Andy Kelly
SENIOR DESIGNER: Holly Truax

SALT XC (CANADA EXPERIENTIAL)
VP CREATIVE: Allan Regan
CREATIVE DIRECTOR: Lindsay Stransman
ART DIRECTOR: Benjamin Gehlen
DESIGNERS: Sarah Ellis, Iman Ghader, Natasha Hertle