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.
Authentic Anti-Consumerism Ads
Finn.no Launches Ironic Campaign to Reach Consumers Authentically
Trend Themes
1. Eco-ironic Advertising - Brands can leverage irony and satire in their advertising campaigns to educate consumers on the dangers of overconsumption.
2. Authentic Messaging - Brands can connect with consumers by deviating from traditional scripts and using authentic storytelling to convey their message.
3. Sustainable Consumption - Encouraging secondhand purchases can contribute to a more sustainable consumption model and reduce overconsumption.
Industry Implications
1. E-commerce - Online marketplaces can adopt eco-ironic advertising to engage consumers and promote sustainable consumption practices.
2. Advertising - Authentic messaging in advertising campaigns can help brands effectively communicate their values and connect with consumers.
3. Sustainability - The sustainability industry can promote and collaborate with brands that advocate for sustainable consumption through secondhand purchases.