eBay encourages shoppers to find pre-loved treasures for Love Island partnership

The partnership, conceptualised by MediaCom and ITV, embraces the style of the summer whilst conveying an important message around pre-loved fashion.

The campaign showcases the marketplace’s mission to change the way we shop for clothes.

Delivered through a 360 multi-channel activation, the spot will run across TV, VOD, social, digital and the dedicated Love Island app, with eBay branding and clothing showcased across each touchpoint.

The TVCs, adopt Love Island’s treasure trove of slang and cultural clout to position shopping for pre-loved items on eBay with that same emotional rollercoaster feeling as Love Island itself. From the thrill of finding the one, to the heart wrenching disappointment of discovering someone’s beat you to it, the TVCs campaign gives a fun Love Island twist to the hunt for pre-loved, whilst communicating a powerful message from the online marketplace on a mission to change the way we shop for clothes.

Launching today across ITV2 and ITV2 +1, the co-branded TVCs will run in the most watched shows of the series and always on VOD plan. The campaign was written and art directed by Ben Buswell and Jo Griffin at McCann London and was directed by Shane O’Neill at ITV. In addition, the broader through the line campaign will have social media delivered by DEPT®, PR by Weber Shandwick, media delivered by MediaCom and FEED for onsite.

eBay will have product placement throughout the series, including a pre-loved shared wardrobe, which will be situated in the villa for the first time ever where contestants can swap and re-wear clothes.

Naturally, eBay's social channels will be at the heart of the action. Kicking off with the new Islanders unboxing items from their hand picked pre-loved wardrobe, onto helping users find similar items from the show on eBay, and finally, getting in on all the pre-loved fashion goss -- brought to life by marketing agency DEPT®.

To get even closer to the Love Island experience, viewers will be able to explore eBay’s Pre-loved Island Fashion via the ‘Shop the Show’ tab on the official Love Island app. Shoppers can also dress like the Islanders and get their own Pre-Love Island look, on the dedicated Love Island hub on eBay UK.

And finally, after coordinating the announcement of the partnership in collaboration with eBay, Weber Shandwick will continue to drum up excitement for pre-loved and drive behaviour change via press throughout the series.

Eve Williams, Chief Marketing Officer at eBay UK said: “We are such an unexpected partner to Love Island, which is what we believe makes us an even more impactful pairing. We have been really pleased by the reaction to the partnership so far.

By joining forces with a cultural phenomenon, in our case Love Island, it allows you to have a direct say and lead the industry conversation while also inspiring consumers to think differently.

Whether that’s a wider behavioural switch of everyday habits or a one-off change, we are hopeful that the cross-channel activity which we’re running throughout the series will drive the nation to get just as excited about getting their hands on a pre-loved gem, as they are with staying up to date as the drama unfolds in the show itself.”

Rob Webster and Alexei Berwitz, Creative Directors at McCann London commented: “Ebay and Love Island are two iconic brands. Hopefully this partnership brings an important message about suitability at a time when it couldn’t be more important, and does so with a cheeky wink and a seductive smile.”

Bhavit Chandrani, Director of Digital & Creative Partnerships at ITV, said: "We are delighted to have eBay in the Love Island villa as the first pre-loved fashion partner. We've seen the way partnerships have played an instrumental part in growth and reaching core audiences in a culturally more powerful way than advertising alone.

"This year's show is set to be the most anticipated content of the summer for 16-34s and we can't wait to see the islander's wardrobes. eBay is a place for people to rediscover the value of secondhand items – this is the first step towards a better future for everyone."

Neesha Taneja, Creative Systems Partner at MediaCom, added: “Love Island and eBay are a perfect match. This partnership reaches a new gen-z audience for the brand and is changing the fast fashion narrative of one of their favourite shows. It's also indicative of the direction editorial is travelling and how eBay are re-inventing the way we shop. We are proud of how the market has responded and the willingness to move on from fast fashion, creating cultural relevance this summer.”

Creative credits:

eBay UK:

Chief Marketing Officer: Eve Williams

Brand Director: Alex Allcott

Brand Strategy & Management: Ellis Hourshid, Christin Stolz & Dilin Ismael

PR & Integrated Campaigns: Menreet Kaur & Laura McGuinness

Marketing Operations & Onsite Creative Strategy: Ed Maule & Kirsten Freeman

Marketing Operations Management & Delivery: Philippa Darko-Hinkson, Grace Iglesias Fernandez, Sarah Proffit, Jordan Letchford, Rebecca Drum, Laila Rafe and Agnieska Jakonis.

Social Media Strategy: Faisal Alani & Alice Brimicombe

Senior Account Director for Merchandising: Kat Mcelliigot

Merchandising Lead: Lauren Hewitt & Molly Austin

Merchandising Support: Elle Trousdale, Holly Murrell, Maya Thomas-Copeland, Joe Dormer, Joseph Griffiths & Will Kelly

Fashion Team: Kirsty Keoghan, Jemma Tadd, Lucy Peacock & Emma Bowles

Trading Support: Rebecca Long & Hannah Doherty

MediaCom (Media)

Head of Media Creativity: Lindsey Jordan

Business Director: Christian West

Senior Associate Director - Alex Sayliss

Media Account Director - Stephanie Smith

Content Lead: Neesha Taneja, Venetia Asourmatzian, Andrew Gifford

Project Management : Freddie Brown & Naomi Barnwell

Weber Shandwick (PR)

Director: Jessica Dyas

Account Director: Francesca Raquet

Account Director: Jess Brand

Account Director: Ria Bussey

Senior Associate: Matilda Geen

Senior Associate: Jack Johnston

Junior Associate: Ella Major

McCann London

Creative Agency: McCann London

Chief Creative Officers, McCann UK and Co-Presidents, McCann London: Laurence Thomson & Rob Doubal

Chief Strategy Officer: Theo Izzard-Brown

Creative Directors: Rob Webster and Alexei Berwitz

Creative Team: Jo Griffin and Ben Buswell

Managing Partner: Anna Crabtree

Business Director: Oscar Flintoft

Account Director: Charlie Pullan

Senior Account Manager: Katie Dumbrell

Account Associate: Sasha Semple

Strategy Director: Natalie Lau

Senior Planner: Ipeknaz Erel

Junior Planner: Alex Passingham

Project Director: Hannah Graff

Project Manager: Jess Dee

Head of Design: Lisa Carrana

Design Director: Andy McGuigan

Craft

Chief Production Officer: Ben Clark

Head of Integrated Production: Sophie Chapman-Andrews

Executive Producer: Alec Christie

Senior Producer: Rebecca Wilford

Implementation Director: Sandra Perrier-Faucher

Implementation Manager: Barbara Puddu

Integrated Producer: Mandeep Kalsi

Retoucher: Rupert King

Artworker: Andy Lupton

Senior Print Producer: Liam White

Creative Researcher: Carly Lindon-Forrester

DEPT®

Managing Director: Joanna Trippett

Strategy: Sanj Deb

Creative Director: Tom Hamilton

Lead Account Planner: Alex Duns

Account Planner: FFion Evans

Creative: Ayobami Sanni

Design Director: Ruban Yogaratnam

Lead Designer: Amy Sargeant

Lead Designer: Junaid Ansar

Lead Media Planner: Dan Barber

Production Planner: Katie MacDonald

Production Executive: Viridian Kerr

Feed (Onsite)

Creative Agency: FEED/DEPT London

Account Director: Ross Moore

Senior Account Manager: Emelie Hasselgren

Account Executive: Emma Longsdale

Strategy: Lory Martignoles

Creative Design Director: Stine Busch

Creative Senior Designer: Taylor Pycroft

Creative Designer: Daniel Leeson

ITV

Mike Spencer - Executive Producer

Bhavit Chandrani - Director of Creative Partnerships

Anne Bailey - Creative Partnerships Controller

Lara Worthington - Head of Creative Partnerships

Laura Flyn - Deputy Sales and Partnerships Controller

Solomon Thomson - Creative Partnerships Manager