The target of advertisement is to create artificial needs in people. The commercials all over the city are sending a signal: consume in order to be happy. In reality, the things that most directly have an effect on our well-being are free.
In the performance, public space was stripped free from advertisements, which were replaced by art posters. These compensatory posters featured ‘a shopping list’, consisting of things and actions that release endorphin in the human body, instead of things to buy. The removed advertisements were sent back to the advertisement companies.
The posters encourage people to question artificial needs, and to concentrate on the things that actually create enjoyment.