Creative Director: Paa Coss
Art Direction and Design: Katrina De Guzman
Writers: Adil Hussain and Lauren Highsmith
“REINVENT THE FUTURE OF E-COMMERCE FOR ENTHUSIASTS.”
eBay came to BCG BrightHouse looking to come up with a new rallying cry for the organization along with a campaign to activate that rallying cry internally. Alongside writers and strategists, the creative team came up with several activation ideas for eBay including company swag, eBay branded teas, a found object art museum, a rallying cry playbook, investor day, and a video series. The ideas all tie back to the enthusiasts that make up eBay as a community.
Activation Ideas
5 focus categories:
Fashion
Collectibles
Electronics
Parts & Accessories
Home & Garden
We've blended teas that reinvent you into tip-top enthusiast-model form. Come together over a cup of tea and get to know enthusiasts through the flavor names that represent the main focus categories. While you collaborate and connect, prepare for the future of ecommerce with tea properties that aid in better decision-making, performance, relaxation, wellness, and focus.
Focus (Category) Teas
5 focus categories:
Fashion
Collectibles
Electronics
Parts & Accessories
Home & Garden
We've blended teas that reinvent you into tip-top enthusiast-model form. Come together over a cup of tea and get to know enthusiasts through the flavor names that represent the main focus categories. While you collaborate and connect, prepare for the future of ecommerce with tea properties that aid in better decision-making, performance, relaxation, wellness, and focus.
Activation Ideas
Employees can metaphorically nurture the future of ecommerce for enthusiasts. First, employees will use the pencil planter to write about their hopes for how eBay will reinvent ecommerce. Then, they will plant their hope - a.k.a. the pencil - and make daily efforts towards helping it transform and blossom.
Transformative Pencil Planter
Employees can metaphorically nurture the future of ecommerce for enthusiasts. First, employees will use the pencil planter to write about their hopes for how eBay will reinvent ecommerce. Then, they will plant their hope - a.k.a. the pencil - and make daily efforts towards helping it transform and blossom.
Activation Ideas
To reinvent ecommerce, we must reinvent the ways eBay thinks and moves. Let’s help eBayers on all levels have clarity on our priorities and goals with a multi-use workbook that is both a planner and a pamphlet. This workbook modifies the Leader Toolkit to be applicable to all employees so they can help transform eBay and ecommerce throug improved organization, deeper discovery, and purpose-driven play.
Rallying Cry Playbook
To reinvent ecommerce, we must reinvent the ways eBay thinks and moves. Let’s help eBayers on all levels have clarity on our priorities and goals with a multi-use workbook that is both a planner and a pamphlet. This workbook modifies the Leader Toolkit to be applicable to all employees so they can help transform eBay and ecommerce throug improved organization, deeper discovery, and purpose-driven play.
Activation Ideas
We can commission artists to reinvent ecommerce by creating found object art to tour eBay’s office locations. The found objects will be materials that the artists source from eBay, and these eBay finds will be upcycled into fine art. Once the art has toured eBay, it will be available online for a public auction. The profits will go to the artist and/or a cause that moves and inspires the artist.
Reinvent Upcycle Museum
We can commission artists to reinvent ecommerce by creating found object art to tour eBay’s office locations. The found objects will be materials that the artists source from eBay, and these eBay finds will be upcycled into fine art. Once the art has toured eBay, it will be available online for a public auction. The profits will go to the artist and/or a cause that moves and inspires the artist.
Strategic Unifying Frameworks
These frameworks were designed to keep the organization aligned on their strategic goals while staying true to eBay’s unique visual identity.
