The Good Life 2030 Ireland project, funded by the Government of Ireland via Creative Ireland, is created by Purpose Disruptors (an award-winning non-profit on a mission to transform the advertising industry to work in harmony with our natural world) and THINKHOUSE.

Good Life 2030 seeks to shift the prevailing narrative of a “good life” that is currently centred around wealth, status, and excessive consumption. Instead, it promotes a new vision—based on citizen research—that focuses on deeper connections to self, others, and to nature.

For this campaign, THINKHOUSE and Purpose Disruptors brought people from the Irish advertising industry together to take on a unique challenge. With Black Friday approaching, a day known for consumer frenzy, we created an anti-overconsumption advertising campaign.

Instead of promoting more buying, we wanted to inspire a shift towards meaningful connections and sustainable living. The task was to create a campaign that would ‘swap distraction with connection’ and help people to start building a future filled with connection,  over material possessions.

The campaign, titled "Less Buying, More Being," was born from a deep understanding of what people truly desire. The campaign aimed to challenge the high-consumption culture of Black Friday by promoting well-being and connection. Messages like "Less shopping sprees, more native trees" and "Less fast pace, more open space" were crafted to capture attention, inspire reflection and invite people to slow down. The campaign was also a call to action for creatives in advertising, with the tagline: “Let’s advertise a better life.”

The execution was ambitious. It was a multi-channel effort landing on TV, press, cinema, radio, OOH and online. THINKHOUSE led the cross-agency creative process and undertook the production of a full suite of creative assets. 

Generous media support for the national campaign, led by GroupM, was provided by Pearl & Dean, Mediahuis, Global, Talon, News Ireland, Irish Times, Urban Media and many others.

The timing was strategic, coinciding with Black Friday, COP29, and Cyber Monday, making it a bold statement against the usual consumerism. The campaign reached 3.5 million adults across Ireland, about 80% of the population. The campaign was a success, not just in terms of reach, but in starting a dialogue about what truly matters.

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Role: Creative Director