Etsy ‘s 2026 strategy was to help consumers commemorate more moments in their lives–not just weddings and birthdays but 10Ks, first apartments, and fortuitous layoffs. We developed a new brand platform, Celebrate Being Human, to make more opportunities to shop, and also remind people of the irreplaceable value of shopping from actual human artisans.  Notably, this anthem not only made me cry a bunch, and a lot of other people cry a bunch, but it’s my 12 year old's favorite commercial ever—and it achieved the highest watchability and brand scores in Etsy’s history.