BETTER gets on its soap box
The ethical online marketplace, BETTER Climate Store, releases a deeply satirical semi-spoof spot for a genuine product – the Greenwash body cleanser that can sanitise the sins of climate-change complacency.
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Credits
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- Production Company Blank Square Productions
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Credits
powered by
- Production Company Blank Square Productions
- Executive Producer Dan Ruth
- Executive Producer Edgar Esteves
- Editing The Den Editorial
- Senior Executive Edit Producer Jennifer Mersis
- Edit Executive Producer Jenn Johnson
- Editor Pieter Viljoen
- Color Rare Medium
- Color Managing Partner Heath Raymond
- Colorist Stephanie Park
- Music Butter Music & Sound
- Music Executive Producer Annick Mayer
- Sound Mr Bronx Audio Post/New York
- Executive Audio Producer Hanna Choi
- Sound Designer/Audio Mixer David Wolfe
- Co-Founder/Creative Director Ben Becker
- DP Ben Meserve
Credits
powered by
- Production Company Blank Square Productions
- Executive Producer Dan Ruth
- Executive Producer Edgar Esteves
- Editing The Den Editorial
- Senior Executive Edit Producer Jennifer Mersis
- Edit Executive Producer Jenn Johnson
- Editor Pieter Viljoen
- Color Rare Medium
- Color Managing Partner Heath Raymond
- Colorist Stephanie Park
- Music Butter Music & Sound
- Music Executive Producer Annick Mayer
- Sound Mr Bronx Audio Post/New York
- Executive Audio Producer Hanna Choi
- Sound Designer/Audio Mixer David Wolfe
- Co-Founder/Creative Director Ben Becker
- DP Ben Meserve
This wryly witty campaign created by Spacecraft Earth and directed by Logan Fields, through Blank Square, promotes a soap sold exclusively via the new planet-positive online portal, BETTER Climate Store.
Ethically recycling tropes from vintage soap ads – a comely yoga-posing, eco-house dwelling maiden takes a sensual shower – the smart script describes a soap formulated to cleanse the body and conscience at the same time; its unique formula developed to purge away the shame of our inability to act on the climate crisis.
Offering a nourishing blend of eucalyptus and mint hydrating oils – plus the refreshing fragrance of irony – the product is actually a soap of hope. All proceeds from the Climate Store’s sales go to the BETTER Climate Fund, an endowment financing climate mitigation projects.
The droll PR for the launch quotes one satisfied customer: “'Climate change gives me anxiety. I compulsively shop online to self-soothe, then feel terrible for all the poorly sourced stuff I bought, not to mention the carbon emissions from the production and shipping process. I really spiral when I think about the role consumerism plays in the destruction of the planet. But Greenwash almost makes me feel better,' says Ashley, a fictional, archetypical consumer."
