eBay has long been the source of the freshest sneakers and rarest finds for Australian sneakerheads. So, to celebrate eBay’s Authenticity Guarantee, Australia’s most-visited shopping site partnered with McCann to open the Museum of Authentics.
The Museum of Authentics showcased a never-before-seen collection of priceless, rare, one-off, game-worn, unique and iconic sneakers, demonstrating how eBay’s Authenticity Guarantee gives buyers confidence when buying luxury items.
The Museum of Authentics also featured a one-off eBay sneaker prototype created by YEEZY Footwear innovation designer, Cesar Idrobo, panel of sneaker luminaries hosted by Sneaker Freaker, and a gift shop featuring swag by Perks And Mini (P.A.M.) and a box fresh sneaker scented candle. With the value of the collection running into the millions of dollars, it was housed under tight 24hr security in a purpose-built space at Neon Parc in Brunswick.
The showcase was promoted with classical art reimagined on social media, street posters, influencer co-creation and through a partnership with Sneaker Freaker.
Says Rebecca Newton, head of marketing and acting CMO, eBay Australis: “Our Authenticity Guarantee means Aussies can be confident they’re getting the real deal. The Museum of Authentics gave sneakerheads a once-in-a-lifetime opportunity to see some of the world’s rarest sneakers and was a fantastic way to engage the sneaker community.”
Says Ben Coulson, chief creative officer, McCann: “The Museum of Authentics has been a year in the making and was a destination where people could live and breathe sneakers, as well as the eBay brand.”
After opening to large queues, the Museum of Authentics secured widespread coverage across major Australian and global TV networks, national print media as well as youth and sneaker media.
For more information visit: https://pages.ebay.com.au/museum-of-authentics/
Head of Marketing and Acting CMO: Rebecca Newton
Brand & Campaign Lead: Thanh Nguyen Roder
Brand & Campaign Specialist Niusha Khastoui
Head of Luxury, Authentication & Collectibles: Brooke Eichhorn
Senior Manager – Authentication, Luxury & Collectibles: Alaister Low
New Verticals and Authentication Lead: Susan Barber
Product Experience & Inventory Coordinator – Authentication, Luxury & Collectibles: Eric Chen
Head of Communications: Sophie Onikul
Communications Lead: Emma Lowde
Communications Coordinator: Mackenzie Geeves
Marketing Planning Manager – Focus Categories: Lauren Byrne
Media Manager: Georgina Woodcock
Creative Agency: McCann
Managing Director: Roshni Hegerman
Chief Creative Officer: Ben Coulson
Creative Director: Josh Aitken
Associate Creative Director: Willy Maitland
Account Director: Dominick Chin
Senior Broadcast Producer: Melina Flood
Senior Creative Producer: Douglas Pope
Content Director: Bella Rousis
Production Lead: Tristan Drummond
Senior Designer: Michael Papageorgiou
Retoucher: Ross Goddard
Creative Production: Andpeople and Practise Studio Practise
PR: Pulse led by Barton Zaia, Senior Client Partner
Media Partner: Sneaker Freaker