EBAY - WINNER'S GUIDE TO WINNING
eBay wanted to position itself differently from other e-retailers. At eBay you didn't just "buy," you "won" every purchase.
To bring that philosophy to life we created a 7 part episodic fake educational series on winning.
The Winner's Guide to Winning starring Andy Richter and Paul F. Tompkins.
We traveled the country finding people who embodied The Seven Principles of Winning, which ended up driving more traffic to eBay's site than anything else that year.