Creative Execution

Though 1.25 Miracle Market, anyone can upload and trade their digital content. The proceeds are used to purchase food for children in Malawi, Africa to sustain them one day more at a time. Celebrities and artists, including fashion designers and architects, voluntarily created their own products and shared the news on SNS to make the project go viral.

In just one month, The 1.25 Miracle Market was heavily covered in social and mass media. And had a total of 500,000 page visits, 16,000 creative works were sold. Through these efforts, we could feed the children in Malawi for a total of 160,000 days. However, this is only the beginning; the project continues even as we speak.

As Korea’s biggest open market online, Ebay Korea(Gmarket) believes that it is our responsibility to see beyond profit and create value that can improve the world. Because Gmarket’s customers include the entire spectrum of Korean society, we needed to create a goal that can be communicated to both genders across all ages. That is why we focused on meeting universal, physical needs that everyone can relate to: hunger. We took the $1.25 a day, the UN definition of extreme poverty, and created an online platform where people can buy sell digital content for $1.25.