This year, eBay UK hijacked the biggest cultural commerce event of the year; football’s January Transfer Window. Sunday League teams across the country were given the chance to sign football legends Roberto Carlos and Eni Aluko for a once-in-a-life-time match with eBay’s DREAM TRANSFER, all designed to showcase eBay’s community ethos of being the ‘people’s marketplace’. The campaign was led by creative agency McCann London alongside Communications agency Weber Shandwick and media agency MediaCom, working with media partners including Sky Sports and Joe Media and youth charity Football Beyond Borders. The fame driving campaign led to over 770 editorial features, including 20 TV placements and 64 pieces of coverage across UK national publications. The campaign also reached 72 million impressions through paid social and brand sentiment on eBay’s channels rose 50%. The campaign took the January Transfer Window, a typically exclusive, cultural moment reserved for football’s elite - and opened it up to anyone and everyone, through one-game Sunday League contracts, openly listed on eBay for just a fiver, with all proceeds going to Football Beyond Borders. As Sunday League took over the Transfer Window, two teams emerged victorious, with Aluko signing to Pevensey & Westham Ladies in Eastbourne and Carlos signing to Bull in the Barne United - a pub team in Shrewsbury. The lucky teams became the talk of the town (and beyond) when they welcomed the legends to their grounds. All the muddy drama of the games was brought together in a documentary-style film directed by Glenn Kitson. From the action on the pitch to the joy these legends brought to the locals, Glenn’s film beautifully captures the positive energy and community that surrounded each game. Both Carlos and Eni proved their legendary status on and off the pitch, undeterred by the brutal British weather. Ever wondered what a World Cup winner looks like on a waterlogged, sloped, bumpy pitch in the heart of Shropshire? Well, wonder no more…