Earthdays, created by VMLY&R, launches with a striking film highlighting the importance of Earth Day and the trivialisation of sustainability issues
Alpro, one of the foremost global plant-based brands, today announces a year-long campaign, with new content and activations launched each day until April 2023, to encourage everyone to think of every single day as Earth Day.
Earthdays, created by brand and customer experience agency VMLY&R, is a 365-day campaign born from the simple thought that without Earth there will be no days to remember or celebrate the things that we love.
The campaign launches with a hero film, which calls attention to the many promises often pledged around Earth Day and beyond. The film also humorously highlights more minor subjects which, like Earth, receive one day of recognition – such as pizzas and passwords – echoing that Earth Day needs more than just a 24 hour cycle.
“At Alpro, we’ve always believed that we need to do more to help our planet; it is in our DNA. This work reflects our long-standing efforts to protect Earth every day while encouraging others to do the same,” said Hedwig Borgers, global brand equity director Plant-based, Alpro.
“The advertising clutter around the sustainability issue is real, so it’s amazing to partner with a brand like Alpro to create work that drives better behaviours with smiles, as well as best practices for our industry (also with smiles),” added Adam Noel, creative partner at VMLY&R.
The project allowed VMLY&R to trial and test sustainable methods of production that the agency will carry into the future. The launch film, which championed AdGreen training and guidelines, was shot remotely and implemented strict mandates across the production process, influencing everything from the art department to crew lunches. Going forward the campaign will aim to keep minimising its carbon footprint as much as possible.
Earthdays launches in the week running up to Earth Day (22nd April) across digital, social, print and press, with further activations taking place every day over the next year, finishing on April 23rd, 2023.
VP GLOBAL MARKETING & INNOVATION PLANT-BASED: Gaëtan Van de Populiere
GLOBAL BRAND EQUITY DIRECTOR PLANT-BASED: Hedwig Borgers
GLOBAL HEAD OF BRAND: Alpro
INTERIM GLOBAL HEAD OF BRAND: Alpro
GLOBAL BRAND MANAGER: Joke Waelput
PRODUCTION COMPANY: Biscuit Filmworks x Revolver
DIRECTING COLLECTIVE: The Glue Society
DIRECTOR: Millicent Malcolm
MANAGING DIRECTOR/CO-OWNER: Michael Ritchie
EXECUTIVE PRODUCER/PARTNER: Pip Smart
EXECUTIVE PRODUCER: Jasmin Helliar
PRODUCER: Serena Paull
DIRECTOR OF PHOTOGRAPHY: Ross Giardina
PRODUCTION DESIGNER: Damien Drew
BISCUIT FILMWORKS UK
MANAGING DIRECTOR/EXECUTIVE PRODUCER: Rupert Reynolds-Maclean
HEAD OF PRODUCTION / EXECUTIVE PRODUCER: Samantha Chitty
POST PRODUCTION: The Glue Society Studios
EDITOR: Luke Crethar
COLOURIST: Scott Stirling
FLAME/ONLINE: Richard Lambert
SOUND: Heckler Sound
EXECUTIVE PRODUCER: Bonnie Law
SOUND DESIGN AND MIX: Dave Robertson