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Category
Branded Entertainment for Good
Annual ID
OS24_BE072M
About the Work
eBay is home to millions of pre-owned and vintage authenticated fashions but lacks fashion credentials. eBay is not perceived as a credible shopping destination for high-end fashion or authentic goods.
Additionally, with fast fashion contributing to 92 million tons of textile waste each year, circular fashion is more important than ever.
The new generations are embracing vintage fashion and feel strongly about creating a more sustainable world.
Gen Z is especially attuned to this problem: 64% of Gen Z surveyed shop secondhand before buying it new.
So, the challenge was—could eBay promote sustainability by establishing its own fashion credentials?
We partnered with the ultimate authority on style —Vogue and circled back over 100 years of their PRINT archives and discovered that almost everything in the pages of Vogue could be sourced on eBay, today. For Fashion Week, we invited Twiggy, icon from the 60s back to Vogue to recreate her famous shot from 1967 with the same vintage accessories found on eBay. Her recreation appeared as a double page spread in both Vogue Magazine and British Vogue October issues. On the left we reprinted the original image of Twiggy from 1967 and on the right was the recreation from 2023.
To bring it full circle, the accessories from the campaign were auctioned off on eBay in support of sustainability, raising thousands of dollars for canopyplanet.org. Twiggy also walked the red carpet to launch Fashion Week 2023 at Vogue World London in her recreated eBay look. The double page spread was featured in the event catalogue. The recreation was also posted on Vogue and Twiggy’s social channels.
eBay made all the global fashion and entertainment headlines, appearing organically in The NY Times, The Independent, Daily Mail, CNN and The Telegraph. The campaign inserting eBay and sustainability into the fashion conversation at a key tentpole moment, raising thousands for charity and helped transform perceptions of eBay as a general e-commerce market place into a go-to fashion destination.
$2.5 million earned media
+30% increase in positive sentiment
+41% intent to shop eBay pre-owned
+10.2% lift in brand trustworthiness
+ 28.9% increase in brand awareness
187 million impressions
34 million video views
Additionally, with fast fashion contributing to 92 million tons of textile waste each year, circular fashion is more important than ever.
The new generations are embracing vintage fashion and feel strongly about creating a more sustainable world.
Gen Z is especially attuned to this problem: 64% of Gen Z surveyed shop secondhand before buying it new.
So, the challenge was—could eBay promote sustainability by establishing its own fashion credentials?
We partnered with the ultimate authority on style —Vogue and circled back over 100 years of their PRINT archives and discovered that almost everything in the pages of Vogue could be sourced on eBay, today. For Fashion Week, we invited Twiggy, icon from the 60s back to Vogue to recreate her famous shot from 1967 with the same vintage accessories found on eBay. Her recreation appeared as a double page spread in both Vogue Magazine and British Vogue October issues. On the left we reprinted the original image of Twiggy from 1967 and on the right was the recreation from 2023.
To bring it full circle, the accessories from the campaign were auctioned off on eBay in support of sustainability, raising thousands of dollars for canopyplanet.org. Twiggy also walked the red carpet to launch Fashion Week 2023 at Vogue World London in her recreated eBay look. The double page spread was featured in the event catalogue. The recreation was also posted on Vogue and Twiggy’s social channels.
eBay made all the global fashion and entertainment headlines, appearing organically in The NY Times, The Independent, Daily Mail, CNN and The Telegraph. The campaign inserting eBay and sustainability into the fashion conversation at a key tentpole moment, raising thousands for charity and helped transform perceptions of eBay as a general e-commerce market place into a go-to fashion destination.
$2.5 million earned media
+30% increase in positive sentiment
+41% intent to shop eBay pre-owned
+10.2% lift in brand trustworthiness
+ 28.9% increase in brand awareness
187 million impressions
34 million video views
2024 Awards
Total Points: 3
Merit
Credits
Agency
EssenceMediacom / New York, NY
Client / Brand
eBay / San Jose
Production Company
Vogue / New York, NY
Chief Creative Officer
Benjamin Vendramin
Creative Director
Paola Mounla
James Barkley
Creative Director, eBay
Michael Bettendorf
Creative Director, Vogue
Sarah Ruby
Creative Strategist, Vogue
Brenda Oliveri
Executive Producer, Branded Content, Vogue
Sasha Stoecklein-Gerstein
Executive Strategy Director
Laura Duane
Senior Partner, Group Strategy Director
Jox Petiza
Account Director
Brady Dollard
Tara Harris
Account Director, Vogue
Alexandra Cooney
Account Strategy Executive, Vogue
Emily Chidester
Associate Brand Marketing Manager, eBay
Dylan Alcantara
Associate Director Planning
Carlee Kluge
Associate Director Sports & Entertainment Partnerships
Nathan Davidow
Brand Director US, eBay
Kate Green
Brand Marketing Manager, eBay
Brittany Guarna-Martinez
Client Investment Manager
Nancy Dhimitri
Commercial Director, Retailers, Style Division, Vogue
Ottilie Chichester
Digital Director
Irene Lai
Director of Branded Content, Beauty & Style, Vogue
Jordana Koffsky
Director of Planning
Natalie Johnson
Director Sports & Entertainment Partnerships
Andrea Gutowski Gutowski
Director, Production & Activation, Vogue
Lara Winkler
Executive Director, Business, Finance, & Technology, Vogue
Galen Archibald
Global Associate Director of Brand Marketing, Vogue
Katie Knoll
Global Head of Brand, eBay
Emily O'Hara
Global Head of Industry, Business, Finance & Technology, Vogue
Douglas Grinspan
Global Head of Media, eBay
Nidhi Gupta
Global VP, Creative, Vogue
Helen Pearson
Global VP, Head of Production & Activation, Vogue
Nicole DeLaRosa
Head of Brand & Marketing, eBay
Ellis Hourshid
Head of Fashion Brand Marketing, eBay
Kseniya Kripalani
Head of Media Investment, eBay
Toby Foy
Head of Media Strategy, eBay
Ryan Schuster
Head of Operations & Production
Chris Berger
Integrated Content Producer
Dina Nguyen
Legal Counsel, eBay
Gina Bishop
Managing Partner Account Management
Adnan Brankovic
Marketing Lead, Luxury, eBay
Mary Cleary
Media Strategy Lead, eBay
Jennifer Porile
Research Manager- Ad Measurement, Vogue
Katarzyna Herink
Senior Associate Director
Holly Carters
Senior Director, Branded Content Strategy, Vogue
Kelly Cannon
Senior Legal Counsel, eBay
Anthony Rufo
Katrina Thompson
Senior Media Solutions Specialist, Vogue
Miu Yamamoto
Senior Talent Director, Vogue
Liana Weston
Social Lead, Luxury, eBay
Renata Salazar-Costa
Sr. Manager Program Management, eBay
Tracey Freeden
US Head of Industy, Business, Technology & Telco, Vogue
Andrew Sonnenberg
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