eBay



Spoke with active Ebay auction watchers – Scrolled on TikTok – Scoffed at how easy online shopping is – Relived the thrill of the midnight release

Background
Ebay has been the top online auction platform since 1995. 

Problem
Today, shoppers have gone soft thanks to an insatiable desire for convenience, speed, and one-click accessibility.

Insight
Real value comes from the effort it takes to achieve the goal.

Strategy
Prove how bad you want it.

Idea
Take Ebay back to its roots of pitting passionate fans against each other.

See the brief here

Shopping has lost its friction


Going to the mall used to mean piling into your friend’s Chrysler and spending every bit of cash you had saved up to fill your bags.

Every item was a treasure. Every purchase a score.

Today, shopping is plagued by one-click shipping, same day delivery and over-optimized recommendations. We do whatever we can to clear our carts of friction, forgetting what it feels like to actually hunt and gather.

Modern shopping has conditioned us for convenience.

Fandom isn’t for the faint of heart


Shoe drops, new game consoles, book releases. Every hardcore fan could show up at midnight and brave the elements to get a piece of the action.

Midnight releases are more than just a trip to the store. They’re parties, places for people to gather, share their excitement with other fans and snag the next great addition for their collections.

Modern shopping has dulled the way we show up for what we love.

Bidding is a battleground


Ebay is about thrill, competition, going up against someone else over what you want most. It was the ultimate test of passion and forced you to consider if what you were shopping for was really worth the fight. 

Most of all, it was a dueling ground for true fans. Who are they to get in the way of what you want most?

If you were willing to go head to head with a stranger over what you love, you deserve it.

Don’t buy on Ebay. Win.


Ebay has always stood in favor of competition. Fan versus fan, champions bidding against each other to see who wants it more.



Prove how bad you want it.








The Team: Kayliah Hunt-Hendrix (Copywriter) | Maddie Green (Art Director) | Lorna Graham (Art Director)

Bid To Win 


Coming Soon