Starting a Consumption Rebellion

Client: Gumtree

When talking about sustainability, it’s easy to veer into carbon emissions, stats and data - which can be rather, well… dull. For Gumtree we wanted a truly rousing, engaging and relatable campaign that would make people think differently about their environmental impact and role within the circular economy.

Enter Gumtree’s Consumption Rebellion. A hard-hitting environmental purpose campaign that, through a series of eye-catching, thought-provoking activations, enabled Gumtree to go against the grain and take aim at society’s consumerism. Our objective was to encourage people to re-assess and behave differently, whilst positioning Gumtree as the trusted community platform to help them on this journey. And it worked: 326 media articles, 58 in national UK titles 30% that saw the campaign said they’d rethink their consumption habits and look for second-hand options more 5% increase in trust in Gumtree