Technology was at the heart of this campaign. In a saturated news cycle, dominated by rich ATL spends, eBay presented a fresh take on a tired conversation. The creative was based around intelligent insights, which countered misconceptions about Christmas shopping. The genius of the idea was the data and the partnership with the world’s leading emotional tech company, Lightwave. Generated by true human emotions, the data was measured by state-of-the-art biometrics. The narrative sparked global conversations and inspired a unique, high tech solution which shifted perceptions of the brand. Independently measured, the campaign enhanced commercial results and eBay’s reputation.