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The Ad Auction Campaign

Award: Yellow Pencil

Yellow Pencil / Broadcast Innovations / Broadcast Innovations / 2008

The TV campaign we developed for eBay is innovative, but is built around a very simple idea: we put the eBay users at the heart of our communication. The campaign showed how the diversity, intensity and originality of the eBay experience is rooted in a human community – behind every item on sale on eBay, there is a person. By putting faces on virtual eBay pseudonyms on national TV, we took eBay out of the internet and into people’s everyday lives. We also addressed a major concern of non-eBay users: a wariness of virtual identities and items.

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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