eBay is older than many Gen Z customers, which meant our challenge was simple: make the brand feel as relevant as the culture it helped build. “Everyone Deserves Real” was eBay’s first brand campaign in three years, launching across streaming and digital video. We built a full system of work anchored in hero films and OOH, centered on a clear consumer tension: in a world full of fakes, how do you avoid buying one? The answer was direct. Never get f*ked over again. The campaign introduced eBay’s Authenticity Guarantee on a global scale and repositioned the brand as a trusted destination for luxury goods.
AGENCY:JOAN
GCD: Theo Gibson
ECD: ABE baginsky
CD-ART: Trent SPEAR
CD-Copy: Michael gusman
2023 Shots Awards: Bronze - VFX - eBay Everyone Deserves Real