In a world where lifestyles and identities are primarily determined by our material possessions and the average person is on a quest to find the new and the next, it should come as no surprise that the idea of sustainability usually falls on deaf ears despite the many attempts to educate people about its importance. The reason is simple, sustainable living is counter-cultural to the huge appetite we have for consumer products.

This campaign is a response to the issue of consumerism as pertaining to our over-dependence on goods and our seemingly helpless attraction to brands. It comprises of a gallery set of paper figurines and objects made from recycled cardboard and a photography campaign that extends the idea into a real world context. The paper figurines are embedded with magnets, such that the user feels a "pull" when they are held in close proximity to the sculpted vehicle. This serves as a metaphor for the idea of consumer attraction.