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R/GA's eBay Fashion Campaign Celebrates Unique Dress Styles

Creative 557 Add to collection

Social media driven campaign 'Wear it Your Way' is inspired by online trends and bottom up fashion culture

R/GA's eBay Fashion Campaign Celebrates Unique Dress Styles
eBay and R/GA recently entered an AOR relationship, which they’ve kicked off with “Wear It Your Way,” a spot that shows how singular social media moments inspire trends, and how women can use eBay to express these trends in their own way. R/GA and eBay’s partnership aims to drive consideration of eBay Fashion as a top-tier fashion retailer.

The AOR relationship spans all campaign strategy and creative for eBay Fashion. It also includes the use of R/GA Studios, which will create social-focused content to develop and publish content on behalf of eBay’s fashion business.

R/GA and eBay wanted to empower shoppers to express their unique sense of style. “Wear It Your Way,” targets the shopper that is always on trend, who thrives on inspiration from others, and is being fueled by a 24/7 cycle of fashion culture.

The spot showcases how social media has inspired a “bottom-up” culture - a departure from traditional runway, fashion week, and luxury brand trend creation. "Wear It Your Way" reinforces eBay’s mission to democratize fashion, keep shoppers on trend, and celebrate diversity. eBay is further delivering on this mission, as well as demonstrating their credibility in the fashion world through a partnership and in-show integration with FreeForm's Black-ish spinoff, Grown-ish.

R/GA Studios will generate customized owned content to eBay’s newly established fashion handles (@eBayfashion) on Instagram, Facebook, and other key channels.

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Post Production / VFX

Post Production Company: Carbon VFX

Colourist: Aubrey Woodiwiss

Producer: Paul O'Beirne (senior)

Executive Producer: Frank Devlin

Production Company

Production Company: PRETTYBIRD

Executive Producer: Kerstin Emhoff, Susanne Hargrove

Director: Matt Lambert

Managing Director: Tracy Hausern (Production)

Line Producer: Michele Abbott


Music Supervision: Chip Herter

Song: "Individual"

Artist: ORFA

Mix: Michael Marinelli - Mix Engineer

Music Production: Butter Music + Sound

Producer: Stone Irr

Sound Design: Sonic Union

Executive Producer: Annick Mayer


Edit Company: Whitehouse Post

Editor: Spencer Brisson/Martin Leroy

Producer: Annie Maldonado, Jordan Stricklin

Creative Agency

Creative Agency: R/GA

Art Director: Juliette Delerue

Strategist: Anjali Madison, Brittany Graham

Executive Creative Director: Adam Reeves

Chief Creative Officer: Renee Blake

Executive Producer: Lisa Greenleaf (Account)

Managing Director: Paola Colombo (SVP)

Senior Account Director: Jessica Sugg

Head of Content Production: Diego de la Maza (Director)

Production Assistant: Sanj Sekhar

Creatives: Johnny Castle (Senior)

Senior Copywriter: Katie Edmondson/ Ben Schneider

Senior Art Director: Katie Yoder

Content Producer: Margo Lowry (Executive), Mac Demyanovich, Samantha Rundbaken,Kristen Walsh (Art)

Group Executive Creative Director: Eric Jannon, Chris Northam

Group Strategy Director: Yael Cesarkas

Senior Strategist: Mike Baker

Associate Director, Business Affairs: Nakiella Smith

Business Affairs Manager: Tamika Knight

Studio Director: Hana Newman - Director of Prototype Studio

Studio: Vin Farrell - EVP, Global Head of R/GA Studios

Director of Business Affairs: Stephen Bernstein

Group Director, Client Engagement: Bryan Gregg - Group Director, R/GA Studios

Associate Creative Director: Oriel Davis-Lyons , Shannon Ross

Print / OOH

Retoucher: Olga Lamm


Advertiser: eBay Inc.

Chief Marketing Officer: Suzy Deering

Marketing Manager: Paola Nieto (Integrated)

Director of Marketing: Annie Lupardus - Director, Soft Goods Marketing

Art Director: Bianca Kosoy - Art Director, Fashion

General Manager: Victoria Perry

Senior Manager: Paul Friedland - Senior Manager, Fashion

Genres: People, Fashion & Beauty

Categories: Accessories, Clothing and Fashion

R/GA New York, Wed, 28 Mar 2018 08:24:37 GMT