"Until we challenge the entrenched values of capitalism – that the economy must always keep growing,
that consumer wants must always be satisfied, that immediate gratification is imperative –
we’re not going able to fix the gigantic psycho-financial-eco crisis of our times."
 

A final project for Introduction to Graphic Design. The objective was to create a graphic design piece in any medium that is inspired by a knowledge the student has obtained throughout the course.

 

Throughout the course, I had been exposed to different ways of communication and I was particularly drawn to persuasion. 

As far as the ideation is concerned, I have always been thinking of the way I could communicate the importance of relationship (interpersonal, environmental, etc) and the happiness created from, that experience, rather than focusing on earthly matters that come and go. 

Adbusters' Buy Nothing Day is known for its advocation of consuming less products for the sustainable future; focusing less about "stuff" and more on aspects that matters more in the end and that money cannot buy (interpersonal relationships, etc); and bringing back the true meaning of the holidays (Thanksgiving and Christmas) that have been "hijacked" by commercial forces.

Although the idea behind the movement is sound, I believed the delivery could be more refined.

Rather than using Adbusters' shock advertising (such as “North American Piggy” anti-advertisement or "Zombie Walk"), I wanted to use a different, less-aggressive voice of advertisement. By suggesting an alternative through this "shopping bag", I wanted to be able to inspire people to pause their consumption, contemplate their action, and reprioritize their values, rather than "pushing" people to take actions, 

 

 

This "shopping bag" can be handed out during Black Friday as a promotional material. 

 

 

"Buy Nothing Day is legendary for instigating this type of personal transformation … as you suddenly remember what real living is all about … you sense an upsurge of radical empowerment and feel a strange magic creeping back into your life."

– Adbusters