Starting a Consumption Rebellion

Client: Gumtree

What unites a massive skip full to the brim of second-hand finds on Earth Day, a naked protest against London Fashion Week and a pre-loved pop up in Shoreditch where the price tag on everything was free?

Enter Gumtree’s Consumption Rebellion. A hard-hitting comms programme 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 think 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 titles

● 30% said having seen the campaign they’d rethink their consumption habits and looks for second-hand options more

● 5% increase in trust in Gumtree (27% pre-campaign to 33% post-campaign)