#THINGSDONTJUDGE (INTEGRATED)

Silver Spike

Case Film

Presentation Image

Title#THINGSDONTJUDGE (INTEGRATED)
ClientEBAY INDIA
Product / ServiceE-COMMERCE
CategoryE02. Social Purpose
EntrantBBDO INDIA Mumbai, INDIA
Idea Creation BBDO INDIA Mumbai, INDIA

The Campaign

‘#ThingsDontJudge’ - is a movement for deeper social change that in today’s day and age of growing intolerance and prejudice encouraged Indians to boldly challenge norms of gender, age, sexual orientation, and religion with the help of eBay’s 100 million things that don’t judge.

Creative Execution

The movement was led by a provocative film that showed people boldly challenging prejudices of gender, sexual-orientation, age among others, with the help of eBay’s 100 million things that don’t judge. As more and more people shared and spoke about the message, their stories of challenging norms received through comments were turned into social media posts as inspiration. eBay’s commitment did not stop there, in a bold step it launched website communication that replaced masthead image of product categories with an image that pushed the message of inclusion. To push boundaries further, eBay decided to stand up against India’s gravest judgment- one against having girl children. Despite gender predictions of unborn child being illegal, such kits are easily found online. Here with website activation, eBay not just prohibited sales but also put out a strong message for those looking for such kits and suggested products that celebrate the girl-child instead.

The movement got the attention of and engaged people across the length and breadth of the nation. ‘#ThingsDontJudge’ turned into an empowering platform for people to share their stories of boldly challenging norms and prejudices to follow what they desire and believe in. • The movement doubled the impact on brand positivity for eBay • Direct visits to the eBay website saw a record incremental growth of 35% • Google searches for eBay during the movement rose by 70% • ‘#ThingsDontJudge’ led to highest ever increase in app downloads of 84% • Not just that in an iconic move, a popular Indian columnist and novelist publically apologized to a leading actress for having made judgmental remarks about her in the past with #ThingsDontJudge’

India is crushed under the weight of a thousand prejudices. People are judged and mistreated on the basis of religion, what they wear, what they eat and who they love. Even laws are supercharged with discrimination. In this environment of prejudices, we realized something beautiful about things – they don’t judge the person using, wearing, gifting, enjoying them. They only enable them and in the context of the prejudices plaguing India they provide a much needed counter point that we believed would drive a deeper relevance for the brand and eBay’s 100 million products. This led us to ‘#ThingsDontJudge’ - a movement for deeper social change that in the times of extreme intolerance and prejudices encouraged Indians to boldly challenge norms of gender, age, sexual orientation, with the help of eBay’s 100 million things that don’t judge.

Credits

Name Company Position
Josy Paul BBDO India Chairman & Chief Creative Officer
Hemant Shringy BBDO India Executive Creative Director
Sandeep Sawant BBDO India Executive Creative Director
Balakrishna Gajelli BBDO India Sr. Creative Director - Art
Ajai Jhala BBDO India Chief Executive Officer
Rajesh Sikroria BBDO India President
Rajat Mendhi BBDO India Executive Vice President - Planning
Manisha Sain BBDO India Account Director - Planning
Luiza Rodriguez BBDO India Account Executive
Kruttiventi Venkata Krishnam Raju BBDO India Agency Producer
Karan Nair BBDO India Sr. Copywriter
VijayKumar Vasala BBDO India Art Director
Samiya Dalwai BBDO India Art Director
Hitesh Shah BBDO India Studio Manager
Shankar Yelugu BBDO India Graphic Artist
Venkatesh Pagidimarry BBDO India Graphic Artist
Sameet Koyande BBDO India Sr. Graphic Artist
Rajeev Mohite BBDO India Graphic Artist
Pooja Daga BBDO India Trainee - Planning
Piyush Raghani Like Minded People Film Director
Ruchi Mehta Like Minded People Film Producer
Sudhir Pandey BBDO India AV Producer
Links
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