US – Internet collective MSCHF's Anti-Advertising Advertising Club has been encouraging TikTok users to share hate videos about firms like Amazon and Facebook, while paying them to do so.
The social experiment paid users anything from £8 ($10, €8) to £15,000 ($20,000, €17,000) to use the collective’s sonic branding in their videos, offering higher rates for the most-viewed videos. Creating their own parody songs on TikTok, MSCHF hopes to ‘take down nine evil brands’, including TikTok itself.
Explaining the reasons for forming the Anti-Advertising Advertising Club, Daniel Greenberg, creative strategist at MSCHF, says the brands ‘had some form of dirt we didn’t like and wanted to bring to light more’. He adds: ‘Of course, MSCHF has to do that in a creative, almost destructive way.’
Companies that fail to prioritise their younger consumers’ values may foster an anti-establishment mindset. For more on the consumers of tomorrow, book tickets for our Media & Youth Futures online event.
