We experimented with countless versions of the concept, revising the work in response to concerns about visual clarity, legal clearance, and business objectives. I had no idea how complicated it could be to bring a billboard into the world, especially with this seemingly simple concept.
We also directly addressed misperceptions about the brand — did you know most of what eBay sells is brand new?
The final product
Our initial brainstorms turned into dozens of distinct executions, informed by conversations with devoted consumers. The work appeared on hundreds of billboards across the country, from San Francisco to Times Square.