Ajai Jhala
New Business at BBDO India
Gurgaon, Indien
Titel#ThingsDontJudge (film case)
Agentur
Kampagne #Thingsdontjudge
Werbende eBay
Marke ebay India
Datum der ersten Ausstrahlung/Veröffentlichung 2016 / 9
Geschäftsbereich Online-Auktionen
Story ‘#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.
Philosophie 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.
Ergebnis 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’
Medientyp Internet-Film
Länge
Chairman & Chief Creative Officer
Executive Creative Director
Executive Creative Director
Agency Producer
Agency Producer
EVP
Chief Executive Officer (CEO)
Creative Lead
President
Texter
Art Director
Art Director
Studio-Manager
Account Executive
Grafiker
Grafiker
Motion Graphics Artist
Grafiker
Regisseur
Produzent
Trainee Planning
AV Producer

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