Share the Happy – eBay + D&AD
Promotional Campaign Creation and Design
Brief
For a professional practice module on live design briefs, we were given the task of choosing and responding to one of the 2023 D&AD New Blood Awards briefs.
I chose the eBay brief and the task was to convince Gen Z to start selling their pre-loved items on eBay.
Insight
Through both primary and secondary research regarding Gen Z and their habits around buying and selling second-hand items, I discovered that Gen Z favour selling their pre-loved clothing. However, they much prefer using sites like Depop and Vinted over eBay, due to their focus on fashion and lower selling fees. As well as this, some members of Gen Z view eBay to be more focused on furniture and old tech - items they do not yet own enough of themselves to begin to consider selling them.
To solve the problems found above, I needed to find a category of items other than pre-loved clothing that Gen Z would have easy access to selling.
My solution was Share the Happy, a campaign encouraging Gen Z to sell their childhood room decor and belongings.
Presentation Slides
The Idea
After deciding to base the campaign around selling your childhood room decor and belongings, I wanted to create a story with the visuals of it.
The first part of this was using eBay's recently expanded colour scheme to create vibrant visuals that would grab the attention of Gen Z. The next was to only use items with happy faces to create a warm and welcoming feeling to the campaign. (Item image credit to Urban Outfitters.) I was then advised by tutors to add in children's hands to convey the idea of the items being passed on to the next generation.
Finally, the campaign needed a name and tagline that capture the sentimentality of the campaign. Share the happy is the perfect representation of it. It represents the happy memories that these childhood belongings gave us, as well as the act of growing out of them and passing them on so they can be a part of a new child's happy memories.
The Application
For the deliverables of the campaign, I decided to create a set of billboards, along with Instagram ads and posts eBay could post to help promote the campaign on social media.
Billboard Mock-up
All Billboard Designs
Instagram Mock-ups