eBay has returned to its heritage of connecting with passionate buyers in the first Australian campaign by Special and Futurebrand. The campaign reminds people of the joy that comes with having a passion – however quirky that might be. It celebrates the eclectic and wonderful universe of eBay passions, the unique people and the individual ‘things’ that bring them joy and connection. Enhancing the enticement is a reinvention of the Sound of Music classic, My Favourite Things.
Lea Egan, creative director at Special, commented, “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.”
Special was appointed creative agency of record, officially winning the business in a competitive pitch earlier this year.
Rebecca Newton, chief marketing officer, eBay Australia, commented, “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.”
As part of the transformation, eBay engaged FutureBrand Australia to reimagine eBay’s brand strategy in the Australian market. The revised strategy connects the brand and business strategy – aligning eBay’s purpose with experience to drive growth. Futurebrand’s process helped bring to life the brand’s evolution from an online shopping mall to a retail destination for products people love.
Rich Curtis, chief executive officer of FutureBrand Australia, stated, “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 running across owned, earned and paid channels including TV, cinema, OOH and social and digital channels.
Credits:
Client: eBay
Rebecca Newton: Chief Marketing Officer
Thanh Nguyen: Brand & Campaign Lead
Niusha Khastoui: Brand Campaign Specialist
Creative Agency: Special
Lindsey Evans & Cade Heyde: Partners & CEOs
Tom Martin & Julian Schreiber: Partners & CCOs
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
Alice Babidge: Costume Designer
Post Production: The Editors, Traffik & Alt.VFX
Editor: Robert Lopuski
Additional Editor & Motion Designer: Scott Stirling (through The Editors suites)
Daniel de Vue: Grade
Alt.VFX: Online
Concord Music Publishing: Music Licensing
Human Worldwide: Music & Sound Mix
Jo Duck: Photographer
In Italy, eBay and passion come together like this:
