eBay | Hypemaker
In the Spring of 2021, eBay approached us to help them launch Authenticity Guarantee - a new sneaker authentication program created to build credibility and brand loyalty within the UK sneakerhead community. Although eBay has been a resale platform for sneakerheads from the beginning, in recent years they have lost some ground to the competition and tasked us with helping them re-establish themselves as OGs in the space. Our strategy was to create a 360° campaign driving cultural relevance in the community in a way that their competition can’t - paying tribute to the more community-led, human-driven side of UK sneaker culture. Our creative idea took us on a whistle-stop road trip, hitting 9 locations (both urban and rural!) from London to Belfast interviewing 10 influential sneakerheads across the UK about their local scene. The result? A hyper credible campaign including a hero film and portrait series featuring our contributors and their sneaker collections.