The Brief

Celebrate eBay’s commitment to diversity and inclusivity whilst showing off the range of wonderful things available on eBay, in particular their huge range of car parts and automotive.

Audience

Vintage car fans, and restorers, the LGBTQA+ community and eBay staff throughout the world.

The Creative

A few months before getting the brief a small thought popped into my head on a long car journey. I wrote ‘Mustang becomes unicorn? Pride?’ in my phone notes app and then thought nothing of it.

There was just something so exciting about subverting tropes of masculinity and muscle cars and creating something so colourful and dazzlingly kitsch. This idea hit the bullseye, giving us a physical build that allowed us to showcase eBay’s diverse product range, give them a float unlike any other for the Pride parade, and showcase a host of LGBTQA+ talent in the process.

Previous build films created for eBay had a similar ‘surprise and delight’ story arc and when we found an awesome mechanic called Karen with a love for vintage cars, and a supportive mum who’s never been to Pride before, the opportunity to bring all the elements together presented itself.

The Results

Over 3 Million views and 6.9k social shares. 

We debuted the results in front of hundreds of thousands of people at Pride a few weeks later, and in collaboration with the Albert Kennedy Trust set up a charity auction which raised over £30,000 to support homeless and at risk young LGBTQA+ people.