⌚ eBay Watches Old School x New School Ep. 2 ⌚
🏆 2021 - Webby Awards Finalist — “Branded Content - Fashion, Beauty, & Lifestyle” 🏆
🏆 2021 Shorty Awards Finalist — “Influencer & Celebrity Brand Partnership, Instagram” 🏆
Insight: Watches have always fallen into traditional men's and women's binary definitions, but a new generation is intent on destroying preconceived gender distinctions.
Idea: Old School is defining luxury with labels. New School is thriving in a space without them.
Execution: Through the lens of watches, legendary fashion stylist Law Roach and renowned singer and songwriter Teyana Taylor discuss the future of fashion as it relates to gender fluidity and boundless design. At the root of the conversation, Roach and Taylor emphasize the beauty of individuality and how it plays a role in who they are and where culture is headed.
🏳️🌈 GLAAD Donation 🏳️🌈
At the end of the campaign, eBay auctioned off the watch worn by Law Roach — a Hublot Big Bang Unico Rainbow King — which sold for over $70,000
and was donated to GLAAD (Gay & Lesbian Alliance Against Defamation, an organization focused on defending and supporting LGBTQIA+ issues.
The Team:
Agency: The Many
Creative Director, CW: Nate Totten | Creative Director, AD: Aimee Brodbeck
GCD, CW: Mars Milisic | GCD, AD: Kate “Rizzo” Digilio
CW: Marcus Blackwell | AD: Conner Needham
Director: Christelle De Castro