Fighting Flier With Flier

Apparently 1/3 of what we buy goes straight into the trash. That's according to the Akatu Institute, a Brazilian organization that promotes conscious consumption. To combat the tricks retailers use to encourage us to buy more than we need, Akatu enlisted art director Mihail Aleksandrov, who created fliers that "advertise" wasted, decaying food, and handed them out in front of supermarkets. Aesthetically, the fliers are reminiscent of those Diesel campaigns that subvert the glossy advertising style.

While at least 1/3 of these fliers probably went straight into the trash too, we like the creative approach and we'll assume the net effect of the campaign was positive until we hear otherwise.

Via Computerlove.