Influencia's surrealist campaign warns against the dangers of infobesity.
Influencia’s recent campaign is risky work, shedding a light on a topic that is increasingly prevalent — infobesity.
Taking inspiration from surrealist artist Rene Magritte, the visceral campaign features portraits of people with sagging bodies rather than faces. The execution seeks to argue that the overconsumption of information and overindulgence of media can lead to the mind becoming soft, less critical and incapable of discerning fact from fiction. The ad then encourages viewers to “Musclez votre espirt,” or “Muscle Up Your Mind” in English, by subscribing to influencia.net.
There is no denying the reality that we are inundated with information, as the majority of us have a slight to serious addiction to media. Is this really such a bad thing? One could argue that with information at our fingertips, we are more equipped to tackle life’s challenges, stay connected with our networks and live in live time.
Then again, when does too much “information” become unhealthy? Is it causing us to lose our ability or willingness to critically analyze anything for ourselves without looking to our screens for the answers? Consider the current US election. Whether we like it or not, we are all being influenced by the social communities to which we belong. As the two candidates overtake social media, the press generates more and more content and supporters of all parties share posts and duke it out, engaging in some of the most heated arguments I’ve ever witnessed. There is hardly enough time to consume it all… let alone lend a critical eye, verify the information and take time to reflect with a rational mindset.
As for brands, Influencia’s campaign raises an extremely important point that needs consideration - How will brands refrain from bombarding consumers via all channels, 24-hours a day and instead, deliver content that is selective, relevant, and trustworthy? I believe the trick is to focus on quality over quantity. Do this by ensuring your communications align with the core truths of your brand. Rather than trying to be everywhere, pinpoint which platforms are right for your brand and relevant for your consumers. And lastly, don’t create ‘junk content.’ Invest in creative that is defying, authentic and meaningful.