eBay launches new 'Fill Your Cart with Colour' brand campaign in Australia via 72andSunny

Screen Shot 2017-09-01 at 9.39.49 am.jpgeBay.com.au today launches its latest brand campaign via 72andSunny, encouraging shoppers in a sea of sameness to break free, celebrating the individual way Australians shop on one of the world's biggest online marketplaces.

The campaign, created by 72andSunny, Los Angeles (hero spot) and Sydney, will roll out in two key phases in Australia. The first phase will be focused on showcasing the eBay difference, celebrating the colour and individuality of the community and the large and diverse selection of product available. This will be led by a 30 second TVC and a series of outdoor executions. In the second phase of the campaign, eBay will be asking consumers nationwide to think again, directly challenging them with the question: "Did you check eBay?". This creative will roll out from 10 September onwards and will span television, online and cinema.

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For 18 years eBay has played a leadership role in the transformation of the Australian retail industry, with over 40,000 small businesses, 80 of the top 100 online retailers and more than 11 million monthly unique visitors now calling ebay.com.au home.

Recent research has revealed that 72 per cent of Australians want a personalised interaction when shopping online, and eBay is recognising just that with the Fill Your Cart with Colour campaign. Launching on Sunday 3 September across television, cinema, out of home (OOH), display, digital and social channels, the new brand campaign is a rallying cry for the diverse Australian community of buyers and sellers to express who they are and break free from conformity.
 
Says Tim Mackinnon, chief marketing officer, eBay Australia: "At the heart of eBay is a colourful and dynamic community, who turn to the marketplace to express their individuality through the way they shop.
 
"Our new brand positioning tells this story and is a reflection of the tight-knit, yet global community eBay has fostered."
 
The brand campaign launch is particularly timely with a number of international competitors primed to enter the Australian market in the coming months.
 
Says Mackinnon: "The timing couldn't be better. With an 18 year history in Australia, we are now home to the largest base of connected commerce anywhere in the world.
 
"Our key point of difference is the breadth of our unique and interesting inventory and the strength of our community, entirely powered by the people of Australia. Now, more than ever, eBay empowers shoppers to find exactly what they love and express who they are."
 
Research also found one in five local shoppers are pledging to seek out smaller Australian sellers when shopping online, proving one-of-a-kind, personalised experiences are important to the consumers of today.
 
Says Mackinnon: "At a time when the Australian retail sector is experiencing change, we are proud to celebrate our leadership in keeping Australian small business competitive, something that shines through in the campaign."
 
To create the brand platform, 72andSunny commissioned three directors to capture the uniqueness of eBay, following members of the eBay community to understand their diversity, personality and perspective.
 
Says Johnny Tan, executive creative director, 72andSunny Australia: "We took a completely different production approach, collaborating with multiple directors to show real people, their passions, interests and hobbies, and how they express themselves through what they shop."

Hero TVC credits:
72andSunny, LA
Founder, Creative Co-Chair: John Boiler
Founder, Creative Co-Chair: Glenn Cole
Executive Creative Director, Partner: Matt Murphy
Director of Strategy: Bryan Smith
Creative Director/Designer: Nuno Ferreira
Creative Director/Writer: Adam Szajgin
Design Director: Peter Reid
Sr. Designer: Mindy Benner
Sr. Designer: Lauren Perlow
Sr. Designer: Ben Chappell
Sr. Writer: Peter Albores
Sr. Writer: Matt Fee
Writer: Natalie Warther
Strategy Director: Ginger Xiang
Jr. Strategist: Charles Jim-George
Group Brand Director: Yen Lovgren-Ho
Brand Director: Scott Vogelsong
Sr. Brand Manager: Sarah Donze
Sr. Brand Manager: Daryl Conui
Brand Coordinator: Mariah Weisel
Chief Production Officer: Tom Dunlap
Senior Film Producer: Eric Rasco
Film Producer: Helena Yueh
Sr. Film Producer: Elizabeth Corsini
Senior Editor: Aaron Leichter
Art Producer: Lisa Huber

Production: Missing Pieces
Directors: Bridget Savage Cole, Director X, Josh Nussbaum
Editorial: Work Editorial
Post Production Color: Company3 LA
Post-Production VFX: Method Studios LA
MGFX: Elastic
Audio: HECHO EN 72
Sound Design: Lime Studios


eBay
Chief Executive Officer - Devin Wenig
Chief Marketing Officer - Suzy Deering
Chief Product Officer - RJ Pittman
Hal Lawton - SVP, North America
Renee Blake - Creative Lead, North America
VP Global Brand - Karl Isaac
Marc Shillum -Senior Director Global Brand Creative
Cynthia Baker - Sr. Marketing Manager
Tanya Bhasin - Sr. Manager, Strategy, Planning & Operations
Nic Brandenberger - Director, Global Brand Strategy
Hae-Seon Song - Sr. Brand Strategist, Global Brand
Jen Bernard - Brand Producer, Global Brand
Jesse Beckom - Project Manager, Marketing PMO
Sarah vanGoethem - Senior Project Manager, Marketing PMO
Karina Sokolovsky - Sr. Director, Consumer Communications
Julia Hui - Lead Manager, Social & Digital
Carey Malloy - Sr. Manager, Integrated Communications

3 Comments

Yeah, nah. said:

That's a long credit list for something so mediocre.

acclimatise or acclimatize said:

So american.

Colourful and made me smile said:

Nice one guys.

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