MORE IS LESS by Lew'Lara\TBWA Sao Paulo for Akatu Institute For Conscious Consumption

MORE IS LESS

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Creative Director Felipe Luchi, Victor Sant'anna, Victor Sant Anna
Art Director Pedro Rosa Leo Burnett Tailor Made
Illustrator Seagulls Fly
Released September 2009

Credits & Description

Category: Point of Sale
Advertiser: AKATU INSTITUTE FOR CONSCIOUS CONSUMPTION
Product/Service: PROMOTING SUSTAINABLE CONSUMPTION
Agency: LEW'LARA\TBWA
Date of First Appearance: Sep 22 2009 12:00AM
Entrant Company: LEW'LARA\TBWA, São Paulo, BRAZIL
COO: Jaques Lewkowicz (Lew´Lara\TBWA)
Creative Vice President: André Launrentino (Lew´Lara\TBWA)
Creative Director: Felipe Luchi (Lew´Lara\TBWA)
Creative Director: Victor Sant´Anna (Lew´Lara\TBWA)
Writer: Roberto Kilciauskas (Lew´Lara\TBWA)
Art Director: Pedro Rosa (Lew´Lara\TBWA)
Illustrator: Seagulls Fly (Seagulls Fly)
Graphic Producer: Marcos Pedra (Lew´Lara\TBWA)
Media placement: Poster Car - Supermarket And Shopping Centers - 22/09/2009 - 30/01/2010
Media placement: Poster Chimney - Supermarket And Shopping Centers - 22/09/2009 - 30/01/2010
Media placement: Poster Bulding - Supermarket And Shopping Centers - 22/09/2009 - 30/01/2010

Describe the challenges and key objectives
Every consumer act causes an impact - positive or negative - on the economy, social relations, nature and on the consumer him/herself. The main objective of the campaign was to make people conscious of these impacts at the time when they are buying, choosing what to buy, buying from whom, how to buy and defining how to use and discard what is no longer useful.

Describe the brief from the client
Create a campaign to inspire people to reduce consumption by making them conscious of its impact and focusing on sustainability.

Describe how you arrived at the final design

More art, less déco. The idea was to be as more objective as we could be, in order to put a strong concept on focus.

Give some indication of how successful the outcome was in the market
Conscious consumers seek a balance between personal satisfaction and sustainability of life on this planet, maximising the positive consequences of that act. They also look to disseminate the concept and practice of conscious consumption so that small gestures by a very large number of people cause major change. The campaign reached people at the purchase point, making them thing about the six consumer dimensions - why to buy, what to buy, how, from whom, how to use and discard what we no longer require.