Authentic Anti-Consumerism Ads : Reach Consumers Authentically

As concerns regarding climate change continue to mount, many brands have taken to launching eco-friendly initiatives to appeal to consumers, however, Finn.no has deviated from the traditional script to reach consumers authentically.

Finn.no, an online marketplace basked in Norway, uses ironic storytelling to educate consumers on the dangers of overconsumption. The commercial mocks the way corporations promise to “give back” to the environmental, all the while using precious resources and convincing consumers to purchase more.

It conveys this through a symbolic chair that was “inspired by nature,” and, for every purchase of the chair, a new tree will be planted. The narrative continues on to show that the newly planted tree will soon be used to make another new chair. The campaign then ends by asking consumers not to buy “that chair,” and purchase secondhand, if at all.