How eBay and Special Discovered Their Favourite Things
Picture the scene. Your cousin’s birthday is coming up, and everyone in the family is discussing what they will be getting them. Things like tee-shirts, books, and the dreaded socks are being passed around as ideas.
But you sit there knowing that you are about to be crowned the greatest cousin of all time, because you have found the perfect present.
A limited edition, collectable, one-of-a-kind toy based on their favourite character. Or perhaps, a signed poster of their favourite band. Or, maybe, an original 1959 Barbie, or an authentic Super 8 Film Camera or even vintage flares once worn at a Rolling Stones concert.
Whatever it may be, you know it is going to be loved greatly and when asked, “where in the world did you find this?”, you’ll be able to answer with “eBay.”
eBay is an enormous community of people dedicated to supplying them with all their favourite things. Rebecca Newton, CMO eBay Australia and Special’s creative directors, Sian Binder, and Lea Egan, breathed colourful, electric fun into the brand’s newest spot.
Rebecca, Sian and Lea spoke to LBB’s Casey Martin about what it takes to support and advertise for such an iconic brand…
LBB> When working with an iconic brand such as eBay, how do you strike the balance between the traditional brand identity and creating something that feels new and exciting for the brand?
Sian + Lea> We were lucky in that the brief was really just about bringing the brand back to its roots. It’s always been a place for passionate people, communities and collectors. A place where culture is thriving. Rich, eclectic and diverse. A place where people find each other and find community. A place where things are more than just ‘things’. Amazon is the place you go for toilet paper. And no one has a ‘thing’ for that.
LBB> During a time of economic and environmental crisis, people are buying and selling secondhand more than ever before. How do you see eBay’s position in the market evolving during this time?
Rebecca> At eBay, our purpose has always been to connect people and foster communities that drive economic opportunity for all. Sustainability has been interwoven into eBay's fabric from the very beginning. Our journey to help advance the circular economy traces back 28 years, starting with the sale of a pre-owned laser pointer. This initial step has paved the way for eBay to take on a central role in facilitating the exchange of pre-loved items on our platform.
The heart of our campaign lies in celebrating passions – the unique interests and cherished ‘Things’ that fuel connections and shape communities. Partnering with FutureBrand Australia and Special, we've harnessed the power of these passions to reimagine eBay's brand positioning.
The campaign not only reflects our cultural heritage but also captures the zeitgeist of today. By bringing passions to the forefront, we've embraced a diverse range of interests – from car enthusiasts to fashion aficionados. The eBay brand has transitioned from a digital marketplace to a dynamic hub that connects people with the things they love and are passionate about.
LBB> Reimaging a beloved song, such as “My Favourite Things” from The Sound of Music and exploring a colourful and eclectic world of shoppers and sellers, what challenges presented themselves during the process?
Sian + Lea> The biggest challenge was always going to be the music. Obviously, the world has changed a lot since this song was written. We’ve come a long way from ‘girls in white dresses with blue satin sashes’. The thing that made the idea of using this track interesting to us, was subverting it. Contrasting the outdated, twee, whitebread lyrics with punchier, diverse visuals. It’s about celebrating the richness and texture of culture today.
Songs like this are pieces of history. They’re continually rediscovered and reinvented by different generations who put their own spin on it. We wanted to completely reinvent it for today. The danger would have been trying to replicate Julie, but not as well. She’s pretty much impossible to beat. So we had to push the production as far from the original as possible, without losing the emotional power of it. We did dozens and dozens of demos and tests and sketches to get the right balance and to make each scene feel like a surprise.
The other interesting thing to us was looping the dialogue from the opening scene. It becomes part of the fabric of the song. It’s a nod to how the song was originally used in the film - as a pep talk for kids.
The other obvious challenge was the amount we had to capture. The ambition was huge. But we got it all done in a three day shoot. So hats off to Revolver for making it all happen! Get yourself a great line producer. They’re angels.
LBB> What were the highlights of this project and what did you learn along the way?
Sian + Lea> Working with our directors, production company and music house. They had such phenomenal taste. Our ambition for this film was to make something that could sit alongside Apple or Google or Facebook. To have the look and feel of a big global tech brand. eBay is one of the original dot.com’s and deserves to sit alongside brands like those. And our production partners delivered. I think the biggest learning for us is to always try to work with people who have already done the work you want to make. To look at their reel and want that work.
So often we go off treatments, but it’s really more about them and who they are. Their taste. Their eyes. Their ears. Their brains. If you want something to look or sound a certain way, hire people who already know how to do that. Which we were very lucky to get a chance to do on this one.
Rebecca> We set out to journey back to our roots, placing celebrating passions at the heart of our campaign idea. An exciting part of the campaign was we uncovered real stories from the people who make up eBay's community of buyers and sellers.
From car lovers to pre-loved fashion enthusiasts, the campaign showcased to us that the connections formed within eBay’s community are more than just transactions. It's about finding people who share your interests, and feeling like you belong to a community discovered by fuelling your Thing.
We already knew this to be true, but by digging into the brand deeper, we have been able to bring this to life through our new brand positioning and showcase it to the world.
The campaign has also fuelled conversations with our team and our partner organisations - each of us asking each other, “What’s your Thing?” This simple question has led to more connection and understanding of each other which is a great addition to the work.
LBB> Lastly, what are your favourite things?
Sian + Lea> Ha, well we did spend a lot of time researching vintage designer handbags for this job…but Sian really loves old printing, typography and hand-lettering stuff, and I have a LOT of books. Everyone really does have a Thing.
Rebecca> There’s quite a range of things that make me tick - but I’m a bit of a sneaker fan with some of my favourites being Nike Air Max due to their timeless appeal. I also love the unique designs of Alexander McQueen. My sneaker collection has grown over the years, and I love finding rare or new iconic styles when they become available.
Beyond that, I love to cook at home for my family and friends, exploring new dishes and flavours that I can share with others. A friend and I got a wine qualification a few years ago, so I’m always looking to match new wines and explore new regions of the world.
