Did you know that by August 1st we’ve already used up all the natural resources the Earth can regenerate in a year? From that date on, everything we consume adds to a growing environmental debt. Reducing consumption isn’t just good for us and for the planet — it’s necessary.

Therefore, taking advantage of Black Friday and the Christmas holidays, but with a timeless and relevant message all year round, we created the new awareness campaign for the LIBERA Project, of SEO/BirdLife in alliance with Ecoembes, aimed at reducing the consumerist fever of our society. Less is more “- IS +” is a symbol against consumerism. desmesurado que se hace a diario en nuestra sociedad y un himno para abogar por prácticas más sostenibles. 

The video that presides the campaign shows the direct relationship between the reduction of overproduction and the reduction of overproduction -obsessed with the latest fashions, the latest model of smartphone or being driven by whims, discounts and other sales formulas that encourage unnecessary consumption. y el incremento de los beneficios medioambientales: protection of fauna and flora, fight against deforestation, better management of water resources... 

A relationship that is perfectly reflected in the popular expression ‘Less is more’, converted into the slogan “- IS +” in the campaign. And that visually is captured through different images that metaphorically represent both symbols: the least are production tapes, labels, banners or cash registers, while the most are fields, landscapes, rivers or a flock of birds. The visual resource used for this is the collage, which, in this case, mixes different styles of illustration, graphic and typographic design, video, photography and motion graphics.

In addition to working the iconicity of the message from the visual, making it transferable to different sustainable practices to enhance its memorability, this objective is also achieved through a catchy melody for whose musical base has been the producer and emerging artist Quaiko. 

The media campaign, developed by iProspect, features several activations in a video environment. to give visibility to campaign pieces on digital, connected TV and social media.. In addition, with the aim of turning the slogan “- IS +” into an anthem, the campaign will have a presence on various radio stations and digital audio platforms with 30“ and 20” second spots in the weeks leading up to Black Friday. The campaign will also include digital graphic pieces and actions with influencers and content creators.