A while ago, we wrote about Neil Boorman’s Bonfire of the Brands project, in which the U.K. journalist planned to burn all of his branded possessions, which he felt were crushing his soul. Now, here’s the video of the funeral pyre, held last month in London. “Today I’m going to rid myself of my addiction to these brands, and I say good riddance to the lot,” says Neil, who is dressed in clothes he must have stitched together himself. At the end, he tries to give away anything he hasn’t burned or sledgehammered into submission, and the crowd goes nuts—either ruining Neil’s evening or proving his point, it’s unclear. It’s a bit of a shame that Neil didn’t go up in flames with his stuff. That would have gotten his YouTube views up.

—Posted by Tim Nudd