Despite the fact that sustainability is mainstream now, there remains an opinion that "one plactic bag won't change anything" or "so what, I can't buy a new shirt now?"
As the biggest marketplace for selling second-hand stuff, OLX wanted to underline how important sustainability is, and why sometimes it is better to loan, borrow, or fix instead of buying something new. OLX wanted to do that in a way so that everyone would understand.
We knew that just praising sustainability and telling people how to live their lives won't work – while making fun of unsustainable behavior may. Our audience grew up with Grigory Oster's "Harmful advice", a Soviet child book which was based on the same ideas – so we followed in Oster's footsteps and created our own harmful advice, but this time about consuming.
As a result, we created ten saucy verses, which advise to take as many plastic bags in the supermarket as you can take; throw away any device after the first sign that it is not brand-new anymore; and buy new clothes until you're buried in them. Should we note that in real life you should do the exact opposite thing?