Ad Industry Unites to Challenge Consumption Culture With New Campaign [Video]

The Irish advertising industry has united to launch its first national large-scale alternative Black Friday campaign challenging high-consumption culture.

Called “Less Buying, More Being”, it promotes a vision of well-being focused on connection, encouraging citizens to embrace experiences that support connection to self, to others and to nature.

The creative campaign was developed through the ‘Good Life 2030 Ireland’ project by over 40 professionals across 10 of Ireland’s leading marketing, advertising and media agencies.

 Agencies that took part in the initiative include Bonfire, Core, Droga5, Folk VML, Havas, Publicis Dublin, The Public House, Thinkhouse, TBWA/Bolt and Verve/Showrunner.

Media support for the national campaign, led by GroupM, is provided by Pearl & Dean, Mediahuis, Global, Talon, News Ireland, Irish Times, Urban Media, Bauer Media Audio Ireland as well as several other publishers.

The campaign was inspired by research that revealed citizen visions of a ‘good life’ for 2030 and a strong …