Fill your cart with colour

Everyone has a soft spot for the quirky, flea market vibe of eBay but that perception meant the brand was only ever thought of for spare parts, discontinued items and bargains. The truth is that eBay curates a whole world of unique, tasteful and creative items for anyone who wants to find something a little different, something that reflects their personality. This was the complete opposite of our no.1 competitor - Amazon, who thrives on algorithmic efficiency and mass conformity: predictable, fast, convenient, but also beige.
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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.