eBay wanted to tell everyone that in addition to the many used items and collectibles available on the site, they could also use the site to find brand new items. The target audience was defined as eBay users that live in affluent suburbia and upscale America. To get them talking, we launched 'It', a playful cross-media campaign that would make users wonder, what is It? As part of the campaign, we built a mysterious, unbranded microsite: www.whatisit.com. Among other things, the site featured a series of original and high-quality productions that played off themes used in the campaign.