Advertisements, always employing the same phrases and tactics, play a significant role in shaping children—and thus individuals and the entire society—as well as in forming memory, cultural and social memory, and in recreating and rewriting history and morality. Essentially, advertisements simply tell us:

Take whatever you desire, consume it; nothing beyond personal pleasure is important. Do whatever it takes to get what you want. If you don't, you're foolish. If you don't, you're stupid.

Always desire more!

Nature has been sending us serious signals that it's nearing its end, yet we are actively accelerating this process. Countries labeled "developed" are leading this madness. Just look at BP, Shell, the pollution spreading from the Gulf of Mexico, the exploitative and polluting practices in Nigeria, Congo, Kenya, and other countries. Consider oil sand production in Alberta, Canada; the hybrid seed industry led by the Netherlands; nuclear armament; the destruction of forests; cattle feed shipped from Argentina to the EU...

We must find and develop new perspectives, alternative lifestyles, and alternative energies. Perhaps, contrary to what advertisements claim:

We should desire less!

We fail to achieve peace. Not only are we failing, but concrete evidence shows violence and exploitation are increasing. Advertising, as the smiling face of large corporations, bears significant responsibility for all these injustices and inequalities, for this unchecked culture of consumption, and its devastating effect on agriculture and the environment.

The discourse claiming everyone is unique, special, and different masks a terrifying culture of consumption that homogenizes individuals and destroys both culture and ecology, ironically claiming to protect them. It muddles concepts and language into incomprehensible confusion, forcing slogans like "getting dirty is good." Mix ink, mud, or anything else into a glass of drinking water, then reconsider this slogan. See if getting dirty really is good.

Getting dirty is good!

The voices of victims are increasingly silenced, becoming inaudible; rights are constantly violated, and this has become normalized. There are significant barriers against organizing, native languages, sexual orientations, and workers' rights. Society has grown accustomed to this inequality. Concepts like solidarity, sharing, and organizing are forgotten.

"kontra" accepts ecological balance, diversity, genuine respect for the rights of others, and peace as fundamental conditions of civilization. "kontra" views NGOs and social responsibility projects not always as the primary actors, but as subjects worthy of discussion within educational processes when necessary. Undoubtedly, civil spaces are also polluted, sometimes even more so than commercial and mainstream areas.

Undoubtedly, getting dirty is not good!

We call "kontra" the posters, logos, web pages, radio spots, and anti-advertisement videos generally shorter than a minute, aimed at influencing people through mass media and social media. These works propose reducing consumption and sharing. They emphasize not the most beautiful, strongest, or largest but rather those left behind, the victims. They promote peace and solidarity, proposing new ethics and an alternative consumption model.

For about thirty-five years, we—a group of artists, students, educators, and activists—have been addressing these issues, developing this propaganda format. We've supported workers, villagers, and produced campaigns on numerous social and environmental themes. Our campaigns have been featured in national and international media.

All rights of these spots and campaigns have been unconditionally transferred to their true owners: the public.

These films have no reserved rights. All rights belong to the public.