Optimism vs pessimism: Ecostore shows the divide between kids and adults

Various studies have shown humans become less optimistic as they become older. The more they learn about the world, the more concern they have about the future.   

It’s a sentiment perhaps best captured in Mark Twain’s assessment that “the man who is a pessimist before 48 knows too much; [and]if he is an optimist after it he knows too little”.

This dichotomy between the optimism of the youth and the pessimism of the older generation serves as the driving force behind Ecostore’s first brand campaign.

Developed by DDB and shot by The Sweet Shop, the campaign is led by a video that shows seven kids and seven adults sharing their respective visions of the future.

The divide between the perceptions of the children and those of the adults quickly becomes evident, as the parents express concerns about deforestation and pollution while the younger participants buzz with enthusiasm about what the future might hold.

These divergent views are then captured by mural artist Ghost Patrol, who paints two large-scale pieces that bring the collective thoughts of the parents and children to life.

“It was a risky approach as we had no idea what our real talent would say, but it paid off as the adults all gave a very similar, jaded view of the world which contrasted with the kids’ optimistic and imaginative view that anything is possible,” says Damon Stapleton, DDB New Zealand chief creative officer.

The final video serves as a powerful reminder that the future we all want is the one imagined by the younger members of our society. And the final point is that we still have the power to choose which future becomes a reality.

As an interesting aside, studies have also shown that once middle-aged people enter old age, there is again a shift, with people becoming increasingly optimistic as they become older. With this in mind, there is perhaps a third mural necessary to complete the picture.

Ecostore marketing director Jemma Whiten, who joined the business in April this year, says the essence of Ecostore’s new brand campaign is to create a world of good, “a world where safe, sustainable, ethical products are the norm”.

“Of all the creative work I’ve been a part of, I’ve never felt this excited, passionate or proud of anything else,” she says. “It truly delivers on Ecostore’s brand identity and I’m confident it will resonate well with our target market.”


Client: Ecostore
CEO: Pablo Kraus
Director of Marketing: Jemma Whiten
Head of Digital: Michael Marcinkowski
Australian Marketing Manager: Sophie Digby
Agency credits: DDB New Zealand
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Rory McKechnie & Nicole Sykes
Art Director: Jake O’Driscoll
Copywriter: Sylvia Humphries
Lead Business Partner: Nikki McKelvie
Senior Business Director: Carly Pratt
Business Coordinator: Frankie Everard
Planning Director: Rupert Price
Planner: Annika Fyfe
Head of TVP: Judy Thompson
Agency Producer: Rosie Grayson

Production Company: The Sweet Shop
Managing Director: Fiona King 
Executive Producer: Ben Dailey 
Director: Dylan Pharazyn
DOP: Adam Luxton
Post Production Company: Stuart Bedford 
Editor: Luke Haigh 
Soundtrack/composer/Music: Composed – Max Scott

Media Company: OMD
Business Director: Jennifer Hilliar 

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