rhetorician

eBay Billboard

Copywriting | National billboard campaign for eBay

Our team at eBay had just a couple of weeks to turn a concept into a national billboard campaign celebrating the things buyers and sellers love — passions like camping, running, and technology — as well as important retail services like fast shipping.

Drafting

Drafting

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? 

We also directly addressed misperceptions about the brand — did you know most of what eBay sells is brand new? 

The final product

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.