eBay Black Friday - 2022
Showcase 01
Showcase 02
Software
Brief & Approach
"Black Friday is Broken"
80% of products bought at Black Friday end up in landfill, are incinerated, or are recycled poorly? As well as produce 429,000 metric tonnes of greenhouse gas emissions from deliveries alone – that’s the same as 435 return flights from London to New York! When we dug into consumer mindsets, they weren’t happy with this either. In fact, the no.1 improvement that consumers wanted from Black Friday was eco-labeling. So, eBay decided to do something a bit different. They urged consumers to ditch the norm and opt for a secondhand instead.
Art Direction & Outcome
"Better Than New*"
eBay had a problem: secondhand isn’t sexy. So we needed to reframe it. And ‘Better Than New’ was born. We showed consumers that they could still bargain buy - but without guilt, without remorse, and most importantly without compromise. We created an art direction that was iconically eBay, but also took an ironic swipe at the usual visual language of sales and deals. And it lived everywhere; from the eBay website to Waterloo, emails to Instagram with bespoke assets at each stage - including re-branded eBay packaging created especially to celebrate the occasion.