The advertising industry irish has joined in the launch of a national campaign that invites more conscious and responsible consumption. Under the concept “Less Buying, More Being” (Less shopping, more being), they promote connection with oneself, others and nature in the face of the culture of excessive consumption within the framework of commercial appointments.
More than 40 professionals from ten agencies have participated in the campaign
The campaign has been developed through the project Good Life 2030 Ireland, organization driven Purpose Disruptors and the Thinkhouse agency. It is made up of more than 40 professionals from top ten agencies of marketing, advertising and media in Ireland: Bonfire, Core, Droga5, Folk VML, Havas, Publicis Dublin, The Public House, Thinkhouse, TBWA/Bolt and Verve/Showrunner. The project is funded by the Government of Ireland through the Creative Ireland program and seeks to promote sustainable and healthy lifestyles.
The campaign launches messages such as “Less shopping, more being”, “Less shopping, more native trees” and “Less fast pace, more open spaces”, in both English and Gaelic. The campaign is also articulated around the claim “Let’s advertise a better life” (Let’s advertise a better life).
The campaign was launched in November, taking advantage of the celebration of COP29, and commercial events such as Black Friday and Cyber Monday. Includes activations in television, radio, cinema, print media, digital and outdoor advertising; and hopes to impact 3.5 million Irish people.
For this they have had the support of media agencies and media outlets, such as GroupM, Pearl & Dean, Mediahuis, Global, Talon, News Ireland, Irish TimesUrban Media, Bauer Media Audio Ireland, and others.
“The campaign is a timely step forward for the advertising industry to take on its responsibility to work together and deliver climate and nature communications on a large scale.”; commented Laura Costello, Director of Sustainability at Thinkhouse and Director of Purpose Disruptors in Ireland, according to Little Black Book.
According to him, during the creative process the professionals pointed out some of the ethical tensions they face in their daily work, as well as the desire to use their abilities in more positive ways. He also points out that professionals feel that the industry must go beyond narratives that drive consumption and help imagine a sustainable future as irresistible.
What’s more, those responsible for the campaign point out that its concept is inspired by research among citizens, who claim to envision a “good life” by 2030 and a strong desire for the advertising industry to promote healthier and more sustainable lifestyles. .
“The creation of this campaign was a novelty in the sector, since agencies that normally compete with each other collaborate with a common objective“said Gary Boylan, Creative Director of Havas Dublin. “We’ve created a moment of calm on the loudest day of the year, Black Friday. And, coming from the people who are primarily responsible for creating that noise (the advertising industry), I think it’s even more surprising”.
