Online ecommerce giant eBay has launched a new campaign which captures the frustration of having nothing to wear – despite having a wardrobe rammed full of clothes.
Designed to help customers turn this pitiful situation around, the “Turn your nothing into something you love” campaign – created by eBay’s lead creative agency Dept – taps into renowned director and style icon Lou Escobar to create stunning outfits.
Featuring real life stories from people who have faced the daily struggle, the through-the-line campaign sees Lou’s fashion and visual credentials help tell stories that encourage more people to turn their ‘nothing to wear’ into something to wear.
The full funnel campaign runs across OOH, digital, radio and TVC runs from this week until late June.
Leaning heavily on eBay’s ethos of reclaiming clothes in multiple ways, the campaign ultimately aims to encourage more people to buy, sell and connect with the platform. It builds on the brand’s recent work, including a high profile partnership with Love Island.
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eBay marketing director Nazia Du Bois said: “As the UK’s loved and trusted recommerce brand, eBay is well positioned to encourage us all to act on this universal insight by listing your ‘nothing to wear’ wardrobe items so that they can become someone else’s ‘something to love’, and you in turn can find what you really want to wear.”
“It’s a brand message that perfectly lands our belief that people should fill their lives with more of the things that they love – whilst also fuelling the circular fashion economy by driving seller supply and buyer demand through a single effective messaging strategy.”
Dept creative director Bel Moretti added: “This was an opportunity for us to tackle a feeling we all face, that feeling of ‘nothing to wear’ that plagues our plans.”
“Because everyone’s been there, staring into a wardrobe full of clothes and feeling like we have absolutely nothing to wear. Our reluctance to give up on fashion we no longer love, filling our spaces and causing fashion fatigue.”
“Why start every day feeling like you have nothing to wear, when you could start your days with something you love?”
