eBay
Someone is lookingfor exactly that.
Category
Retail / Marketplace / Humor
Campaign platform
Someone is lookingfor exactly that.
New portfolio concept
Real client relationship. New creative execution.
Strategic idea
One person’s oddly specific object is another person’s finally.
Every listing is the middle of a longer story: somebody bought it, somebody used it, somebody is about to want it again.
Creative device
Every object has a before.
Inbox version
Subject line
This jacket has been places.
Its next stop might be you.
Everything has a before.
Someone bought it in Chicago in 1997.
Someone wore it until 2004.
Someone put it into a closet.
Then a box.
Then another closet.
Eventually somebody took three pictures of it and typed:
Vintage leather jacket. Good condition.
Now someone 1,200 miles away is refreshing the tracking page.
Funny what happens to things when we’re finished with them.
Sometimes they’re not finished with us.
Someone is looking for exactly that.
eBay
Find your thing
“Sometimes they’re not finished with us.”
Execution 01 — print
Hero executionTo you:a box in the garage.To someone in Ohio:finally.
eBay.
Execution 02 — digital — out of home
The thing you can’t find.That is kind of our thing.
eBay.
Playful retail. Cardboard, handwriting, oddly specific objects.
Placement — city centre, night.
Creative rationale
Marketplace advertising usually sells selection. Selection is a number, and numbers don’t make anybody feel found.
Writing about the object’s history makes breadth feel like affection instead of inventory.