Noting the damage caused by advertising, in its ability to standardize and categorize in order to better exclude, the Kourtrajmeuf's advertising challenge lies in inclusion. By moving away from conventional codes and physiques, they defend a vision of the advertising campaign that is more sincere in the images and messages it conveys.

By exploring this medium as a means of representation, they help to paint a portrait of a consumer society closer to the one they experience and aspire to.