eBay has long been the source of the freshest sneakers and rarest finds for Australian sneakerheads. McCann worked out an ingenious way to use this asset to engage the sneaker audience while highlighting eBay’s Authenticity Guarantee. McCann and eBay opened The Museum of Authentics.
The Museum of Authentics showed off a never-before-seen collection of priceless, rare, one-off, game-worn, unique and iconic sneakers, demonstrating how eBay’s Authenticity Guarantee gives buyers confidence when buying luxury items. It also featured a one-off eBay sneaker prototype created by YEEZY footwear innovation designer, Cesar Idrobo; a panel of sneaker luminaries hosted by Sneaker Freaker, and a gift shop featuring swag by Perks And Mini (P.A.M.) and a box-fresh sneaker scented candle. With the value of the collection running into millions of dollars, it was housed under tight 24hr security in a purpose-built space at Neon Parc in Brunswick.
The showcase was promoted with classical art reimagined on social media, street posters, influencer co-creation and through a partnership with Sneaker Freaker.
Head of marketing and acting chief marketing officer for eBay Australia, Rebecca Newton, commented, “Our Authenticity Guarantee means Aussies can be confident they’re getting the real deal. The Museum of Authentics gave sneakerheads a once-in-a-lifetime opportunity to see some of the world’s rarest sneakers and was a fantastic way to engage the sneaker community.”
McCann chief creative officer, Ben Coulson, added, “The Museum of Authentics has been a year in the making and was a destination where people could live and breathe sneakers, as well as the eBay brand.”
After opening to large queues, the Museum of Authentics secured widespread coverage across major Australian and global TV networks, national print media as well as youth and sneaker media.
Head of Marketing & Acting CMO: Rebecca Newton
Brand & Campaign Lead: Thanh Nguyen Roder
Brand & Campaign Specialist: Niusha Khastoui
Head of Luxury, Authentication & Collectibles: Brooke Eichhorn
Senior Manager – Authentication, Luxury & Collectibles: Alaister Low
New Verticals and Authentication Lead: Susan Barber
Product Experience & Inventory Coordinator – Authentication, Luxury & Collectibles: Eric Chen
Head of Communications: Sophie Onikul
Communications Lead: Emma Lowde
Communications Coordinator: Mackenzie Geeves
Marketing Planning Manager – Focus Categories: Lauren Byrne
Media Manager: Georgina Woodcock
Creative Agency: McCann
Managing Director: Roshni Hegerman
Chief Creative Officer: Ben Coulson
Creative Director: Josh Aitken
Associate Creative Director: Willy Maitland
Account Director: Dominick Chin
Senior Broadcast Producer: Melina Flood
Senior Creative Producer: Douglas Pope
Content Director: Bella Rousis
Production Lead: Tristan Drummond
Senior Designer: Michael Papageorgiou
Retoucher: Ross Goddard
Creative Production: Andpeople & PractiseStudioPractise
PR: Pulse led by Barton Zaia, Senior Client Partner
Media Partner: Sneaker Freaker