Consumption Rebellion
Gumtree, 2023
Repositioning second-hand buying as a cost-savvy, culturally relevant alternative to fast consumption. Launched around Earth Day, the campaign used bold OOH and guerrilla placements to reframe pre-loved as a modern, intentional choice.
Role
Directed identity, design and rollout. Collaborated with creatives on messaging and POV. Played an active roll on shoot.
Scope
Campaign identity, OOH, artwork
Impact
400+ media articles
3.27M impressions, 30%+ behaviour shift
Scaled campaign across 22 print locations
Consumption Rebellion
Gumtree, 2023
Repositioning second-hand buying as a cost-savvy, culturally relevant alternative to fast consumption. Launched around Earth Day, the campaign used bold OOH and guerrilla placements to reframe pre-loved as a modern, intentional choice.
Role
Directed identity, design and rollout. Collaborated with creatives on messaging and POV. Played an active roll on shoot.
Scope
Campaign identity, OOH, artwork
Impact
400+ media articles (incl. Sunday Times, Telegraph)
3.27M impressions, 30%+ behaviour shift
Scaled campaign across 22 print locations
