What’s your thing?

That's the question on Kijiji's mind in its first integrated campaign, which eschews product-driven creative for something emotional.

Who knew Kijiji could be more than a place to sift through used car listings and second-hand couches? It seems the classifieds site is positioning itself as a bit of a matchmaker.

And no, we’re not talking about connecting a guy with the cute brunette he locked eyes with on the Bloor/Danforth subway line going eastbound. We’re talking about matching people with something they love, and something for sale on the site —¬†specifically, something that can bring their passion to life.

The brand, with the help of Montreal’s Cloudraker, created a series of TV and online spots (making this its first-ever integrated campaign) that is something of an anthem for Canadians looking for a second-hand record player to play the music they love or a stand up bass to make the music they love. The spots also include a young boy using newly found items such as a selfie stick and Go-Pro while skateboarding, as well as a young woman taking her steed out for a ride in her new-but-old saddle, which she picked up from, you guessed it, a listing on Kijiji.

Online, the brand is interviewing and filming various Canadians¬†showing off their “thing” they love and can now do with the “thing” they purchased on the site, such as hula-hooping, playing the didgeridoo and, our personal favourite, old wooden doors (which the guy in the video below turns into art).