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

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.

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.