eBay gets back to roots in new spot via Special and FutureBrand Australia
eBay has launched a new brand campaign, using the reinvention of an iconic song to return to the brand’s heritage of connecting with passionate buyers.
Created via Special and FutureBrand Australia, the spot celebrates the rich, textured and eclectic universe of eBay, as well as the people and ‘things’ that bring them joy and connection.
The campaign is Special’s first work for the brand, since being appointed the creative agency of record earlier this year.
It nods to eBay’s cultural roots while owning a space that is relevant today.
Rebecca Newton, eBay’s CMO, said: “After 24 vibrant years in the Australian market, we’re rediscovering our roots and going back to where it all began.
“The new brand platform brings together eBay’s new marketing strategy while staying true to the very essence of eBay which is to connect people and their passions by fueling their ‘thing’.
“eBay is shaped by its diverse community of buyers and sellers. We are celebrating these passions and showcasing how eBay helps foster those deep connections with the things people love and the communities that surround them.”
An OOH execution for the new campaign
Lea Egan, creative director at Special, said: “What a treat to get to give this iconic brand a fresh, distinctive voice. And to get to work with such world-class partners including King She, through Revolver and Human, who took on the daunting task of reinventing this beloved song.”
eBay engaged FutureBrand Australia to reimagine the brand’s strategy in the Australian market, with the revised plans aiming to connect eBay’s purpose with experience to drive growth.
Rich Curtis, CEO of FutureBrand Australia, said: “eBay is an iconic brand in a market that is continually changing and evolving.
“It’s only natural for eBay’s brand positioning in Australia to evolve and grow too.”
The campaign is rolling out across owned, earned and paid channels including TV, cinema, OOH, social and digital.
Related Content
Other assets:
eBay ‘Everyone Has a Thing’ – 30″
Credits:
Client: eBay
Rebecca Newton: Chief Marketing Officer
Thanh Nguyen: Brand & Campaign Lead
Niusha Khastoui: Brand Campaign Specialist
Creative agency: Special
Cade Heyde: Partner, CEO
Lindsey Evans: Partner, CEO
Tom Martin: Partner, CCO
Julian Schreiber: Partner, CCO
Dave Hartmann: Partner, CSO
Phoebe Fielding: Senior Strategist
Sian Binder: Creative Director
Lea Egan: Creative Director
Adam Shear: Head of Design
Sabine Schwarz: Design Director
Sevda Ćemo: Head of Film & Content Production
Wendy Gillies: Senior Producer
Nick Lilley: Head of Stills Production
Lauren Portelli: Managing Director
Jake Stopper: Team Lead
Nic Stevenson: Business Director
Branding agency: FutureBrand Australia
Rich Curtis: CEO, Australia
Victoria Berry, Jill Hale: Brand Strategy
Sam Hughes: Brand Experience
Michael Thebridge: Brand Language
Christina Kokkinakis, Kirsty Grant: Brand Management
Media agency: EssenceMediacom
PR agency: Pulse
Organic social agency: Jack Nimble
Owned media agency: DEPT
Production company: Revolver x Somesuch
King She: Director
Michael Ritchie: Owner, Managing Director
Pip Smart: Partner, Executive Producer
Alexandra Taussig: Producer
Ari Wegner: DOP
Damien Drew: Production Designer
