Client

Avocado Green Mattress

Production Company

The Mill

Capabilities

Strategy / Creative Development / Direction / Live Action Film / Copywriting / Illustration / Visual Effects

Brief

Avocado challenged us with developing a campaign to help them amplify their brand and echo their ethos ‘Better for You and the Planet’. Avocado’s aim; to position themselves as agents of change and inspire customers to join them in a larger movement to help save the planet.

Approach

The creative development started with a concept for a brand anthem film titled ‘First Step’, that illustrates the small but important steps we can all take to make the earth a better place. The partnership soon flourished into an additional brand film titled ‘Bedtime Story’, which further inspired the development of a Children’s Book about climate change and sustainability; The Little Blue Planet. The Little Blue Planet is currently distributed with every purchase of an Avocado Green Mattress and is available to purchase online, with 100% of the proceeds going to charity.

Impact

An elevated awareness around the Avocado Green Mattress brand values and ethical positioning, in addition to hundreds of thousands of dollars raised for 1% of the Planet through sustainable book sales.

Taking the first step:

 

Avocado Green Mattress came to us looking for a creative partner to develop their visual language and envision their brand mission in film format.

 

Avocado’s mission is to make completely green, sustainable, carbon-neutral and socially responsible products, giving consumers much more than just an organic mattress or bedding, but the opportunity to have a healthy home and future.

“Avocado’s brand values and tenets are inspiring and very motivational. The team really tries to live the mission of the brand in all facets. We wanted our creative approach to reflect that every great movement, every communal effort, and everything worth fighting for starts with simple steps taken by individuals. ”
Eve Grissinger, Writer

Beyond their brand guidelines, there was no strict creative brief upon project kick-off, meaning we had free reign to conceptualize the creative completely from scratch. We delved into creative development and came up with half a dozen film concepts, two of which were chosen to go into production; First Step and Bedtime Story.

“First Step became a rather poetic visual metaphor about our carbon footprint, begging the question, What mark do we want to leave on this world? We wanted nature and the landscapes to be the hero of this piece, with humankind trying to find its place in it.”
Anais La Rocca, Director and Writer

Bedtime Story:

Bedtime Story is a multigenerational journey, set to a bedtime fable about the story of our Little Blue Planet. We get a glimpse into one family’s experience as they grow in respect and responsibility for the Earth.

 

Taking inspiration from the brand film, we pitched the concept of publishing a children’s book that could be released alongside Bedtime Story, further reinforcing Avocado’s message and passion for sustainability. This is how the book The Little Blue Planet came to exist – The Mill’s first foray into book writing, illustration and publishing.

The Little Blue Planet:

With the aim of educating children and families on how to live more environmentally sustainable lives, The Little Blue Planet tells the story of climate change and highlights the importance of looking after the earth we live on.

 

With Avocado’s support, the book was written, illustrated and published by The Mill and distributed with every purchase of a sustainable Avocado Green Mattress. The book is also on sale via Amazon and the Avocado Green Mattress site, with 100% of the profits going towards 1% for the Planet; a global movement inspiring businesses and individuals to support environmental solutions through memberships and everyday actions.

 

The book has a verified net-zero carbon footprint and uses soy-based inks on 100% Post Consumer Waste (PWC) recycled paper. The jacket is removable, revealing an educational poster that can be pinned up in classrooms or at home to educate families on ways they can encourage sustainable living, such as through composting, shopping locally and going plastic-free.

 

A creative partnership in the making: 

“One of the many things we really love about working with Avocado is that they are great collaborators in that they really live and breathe their brand, and are very open and informative whenever we’re exploring new ideas. In bringing us in as a creative partner, they put a lot of trust in us, and our skills and experience, to bring their brand to life.”
Eve Grissinger, Writer
“What The Mill and Avocado have built this past year is truly special. This has been a collaborative and creative partnership from the word go. We feel lucky to work with Avocado’s team every day and are excited for what’s next.”
Executive Producer and Brand Partnership Manager, Christina Thompson

The book is available for purchase on Amazon.