From Hands to Hearts #BirBiriMizga — Giving New Life to Used Goods

Context:

In Uzbekistan, the bazaar is the heartbeat of life — where handshakes seal deals, smiles speak louder than words, and neighbours trade stories as often as goods. Every exchange weaves warmth, trust, and belonging.

As life moved online, something was lost. Faces turned to pixels, voices to notifications, and the warmth of connection vanished into endless feeds.

Idea:

BirBir brings that connection back – a platform linking buyers and sellers, where every deal feels like a handshake and every choice moves us toward a more thoughtful way of living.

We launched #BirBirimizga – inspired by the culture of sharing, to remind us that every item holds emotions, memories, and stories worth passing on.

We brought this idea to life:

— Eye-catching installations and outdoor advertising.

— Heartfelt videos showing how a bicycle, a dress, or a phone can spark a new chapter in someone’s life.

— An Instagram*(*запрещенная в России соцсеть; принадлежит Meta, которая признана экстремистской и террористической организацией в России) challenge, where influencers and ordinary people shared their personal “stories behind a thing.

What started as a simple gesture grew into a movement – flowing from heart to heart, from person to person.

Results: In May 2025, #BirBirimizga reached over 3 million people. The platform's audience grew 20% and user activity rose nearly 30%. Over 800 people joined giveaways, and thousands shared their stories – proving heartfelt tales can go viral too.