I buy therefore I feel
anti-consumerist project
anti-consumerist project
THESIS
The concept of the project "I buy, therefore I feel" was created from a personal need for commenting on the current state of advertising everyday products. Not engaging in ads that promote a fashion accessory and clothing, the project is retained only on food products that we buy and consume on a daily basis. The intention was to reverse the existing situation and instead of products that are advertised and sold as a feelsell emotions. How to show emotion if they are not packaged in beautiful boxes, colorful packaging with seductive slogans? How does the love look like, in which shape is a friendship? Purchasing the product we pay for the product and emotion, but where is that emotion? Where did the happy family disapear that we paid when we bought the instant soup?
CONCEPT
Denying the packaging in which the product is packaged, what remains is just a banal product itself which does not communicate emotion. Packaging and advertising are the ones who say how to perceive the product. The word family written with barren product, the soup without the packaging invites us to rethink what is the value of that term. The family, a sense of community and belonging is something that can not be bought nor sold. Also, friendship and love, feelings are that we all have in ourselves and should not be found in material things.
designed: 2010.
Obitelj nećeš pronaći u vrećici juhe // You will not find family in a bag of soup
Ljubav nećeš pronaći u komadiću čokolade // You will not find love in a piece of chocolate
Prijateljstvo nećeš pronaći u šalici kave // You will not find friendship in a cup of coffee
