Fairtrade unleashes ‘instant karma’

Fairtrade Australia and New Zealand has launched a new campaign designed to get people to choose FairTrade products.

The campaign features a video shot from the first person’s point of view, showing the immediate consequences of your actions, and invites the public to upload a video of their own showing an experience of good or bad karma.

The campaign is intended to build brand awareness for Fairtrade and the alternative products available to consumers.

Ben Akers, creative director at Republic of Everyone said in a release: “We wanted to develop a fun creative device that would help show people there are consequences associated with our everyday purchases – and what goes around, comes around.”