When eBay gave us this social brief to promote the fact parents could make nearly three times more selling their second-hand toys on eBay, I was excited. By playfully highlighting the competitive nature of kids with their new, upgraded toys the message was clear… Mums make more money, selling on eBay. The social campaign was so successful they decided to run it on tv too and eBay Global HQ said it was the most effective piece of marketing they’d ever produced. As a result, McCann London was invited to pitch on the global eBay account (which they won).