Ebay Digital, Case study #Thingsdontjudge by BBDO Mumbai

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#Thingsdontjudge

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Industry Online Retail & E-stores
Media Digital, Interactive & Mobile, Case study
Market India
Agency BBDO Mumbai
Chief Creative Officer Josy Paul
Executive Creative Director Sandeep Sawant, Hemant Shringy
Creative Director Balakrishna Gajelli
Art Director Balakrishna Gajelli, Vijaykumar Vasala, Samiya Dalwai
Senior Copywriter Karan Nair
Production Like Minded Productions
Director Piyush Raghani
Released December 2016

Awards

Spikes Asia 2017
Digital Social Purpose Silver Spike

Credits & Description

Client: Ebay India
Agency: Bbdo India Mumbai, India
Entrant: Bbdo India Mumbai, India
Idea Creation: Bbdo India Mumbai, India
Music Artist/Title: Http://www.ebay.in/sch/i.html?...
Chairman & Chief Creative Officer: Josy Paul (Bbdo India)
Executive Creative Director: Hemant Shringy (Bbdo India)
Executive Creative Director: Sandeep Sawant (Bbdo India)
Agency Producer: Kruttiventi Venkata Krishnam Raju (Bbdo India)
Executive Vice President - Planning: Rajat Mendhi (Bbdo India)
Account Director - Planning: Manisha Sain (Bbdo India)
Chief Executive Officer: Ajai Jhala (Bbdo India)
Sr. Creative Director - Art: Balakrishna Gajelli (Bbdo India)
President: Rajesh Sikroria (Bbdo India)
Sr. Copywriter: Karan Nair (Bbdo India)
Art Director: Vijaykumar Vasala (Bbdo India)
Art Director: Samiya Dalwai (Bbdo India)
Studio Manager: Hitesh Shah (Bbdo India)
Account Executive: Luiza Rodriguez (Bbdo India)
Graphic Artist: Shankar Yelugu (Bbdo India)
Graphic Artist: Venkatesh Pagidimarry (Bbdo India)
Sr. Graphic Artist: Sameet Koyande (Bbdo India)
Graphic Artist: Rajeev Mohite (Bbdo India)
Film Director: Piyush Raghani (Like Minded People)
Film Producer: Ruchi Mehta (Like Minded People)
Trainee - Planning: Pooja Daga (Bbdo India)
Av Producer: Sudhir Pandey (Bbdo India)
Website URL: http://www.ebay.in/sch/i.html?...
Website URL: http://www.ebay.in/rpp/fashion...
Video URL: https://www.youtube.com/watch?...
Describe the campaign/entry:
‘#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.