The MASS Collective presents: DON’T WALK

I love advertising because I love lying. In advertising everything is the way you wish it was, I don’t care, that it wont be like that when I actually get the product being advertised, because in between seeing the commercial and owning the thing, I’m happy and that’s all I want. Tell me how great the thing is going to be, I love it I don’t need to be happy all the time, I want to get the thing. We know the product is going to stink because we live in the world and we know that everything stinks. We all believe maybe this one won’t stink, we are hopeful but stupid. Making people buy useless, low quality, misrepresented items and services is an excellent use of your energy. If your things don’t make you happy you’re not getting the right things.

– Jerry Seinfield

Today’s society and consumption system has shaped the current behav­iour of the consumer and gave the consumption system an absurd character. People seem to continue to buy without thinking about the consequences that they cause. The sociologist Colin Campbell says: “It is not the direct use of the consumer goods, but the desire for that product and the fantasy of what it will bring us gives satisfaction. The actual purchase of the product is only one way to support that illusion. Once the product is purchased, our desire is aimed at new fantasies.” If we start with the idea of Campbell, we find that the term ‘Fata Morgana’ could be used as a metaphor for our current consumption behaviour. Fata Morgana is a mirage that creates an illusion. It is seen as a fictional “light in the darkness”. The purchase of a consumer good creates the same illusion, according to Campbell. You think you will buy something that will satisfy your desires but after purchasing the good your desire will directly be focused on something else, the next fantasy. We might even say that the Fata Morgana is a metaphor for utopia. The Fata Morgana shows your greatest temporary desires. However, these desires are visualized but far from reality.

We are the MASS collective and we are offering you an alternative use of a product to declare your independence from the consumption society.

In collaboration with:

Lennart Bras
Han Jansen
Mijke Pasmans