The unwanted. The forgotten. The neglected. As trivial as it may sound to use these terms to refer to household objects, they can indeed change someone’s life. They can help a man learn how to read, or a little girl fulfill her lifetime dream.
Through powerful life stories, the campaign aims to drive a movement that promises to change not only the way we consume, but also the way the economy is steered. Collaborative consumption –the phenomenon where users interact to buy, sell, or rent without major intermediaries—implies a cultural shift from the paradigm of ownership to a sharing economy where access — and sharing, matter the most.
“We want to drive the second-hand economy in the UAE because it’s a force for disruption; it empowers people to manage their household better. What excites me most is that there is a deep human need being fulfilled through the idea of living in this digital-souk,” says Dubizzle’s creative director Alex Hutley.
This Ramadan, the company is not only calling on their members to share but also to intently look for items they don’t use and donate them with an easy click of a button.[youtube http://www.youtube.com/watch?v=3GTCYQ9eZmU]