New Blood Entry — The Missing Object
Award: Graphite Pencil
eBay / 2023
Selling online is a huge market. With all the opportunities that exist, eBay wants to find a way to bring Gen Z closer to the brand and bring them to this platform.
The solution is the launch of the "the missing object" campaign in collaboration with Netflix, the platform most used by young people to watch TV series. On Netflix, the original covers of the TV series will be replaced by campaign visuals in which an object is missing (which can now be found on the eBay site); moreover, there is the "eBay" button which refers directly to the site. On eBay, the "Tv Shows" section can be reached from the main menu of the site, by clicking on shop by category. To amplify the visibility of the initiative, the campaign will be conveyed using both platforms, on social networks and through OOH.
What did the judges have to say?
This was not on-brief, as the brief was to focus on selling, but was such a great concept that we revisited it a few times. It had ambition and was bold, which brands always want to see.
Lizzie Burr, UK Brand Marketing Lead, eBay
This idea was based on a partnership with Netflix which I thought was really interesting and relevant to the target market. The idea took objects from trending TV shows and asked the audience to find them on eBay. I thought the execution was disruptive and memorable.
Lee Manson, Creative Director, The&Partnership