eBay wanted to change their image from quirky flea market to modern retail destination. But they had a big roadblock in the way. Amazon, the fast, efficient, #1 retail destination. But even they had a downside, Amazon uses algorithms to push the same popular products on it's customers, coercing conformity, and a beige boring world.
With eBay's new global launch campaign “Fill Your Cart with Color” we encouraged people to push against beige, to shop like nobody else, to find the thing that makes you, you.
We launched eBay's new brand platform: a stand against beige, a celebration of individuality, and a call to shop differently - with an anthem where people, passions, and products collide.
Behind The Scenes
How three directors, shot in three cities to unite one vision.
For the global launch we brought color to eBay's own packaging.
We launched globally with bus shelters, billboards and spectaculars to get our campaign out in the streets.