Earth Choice launches first ad campaign to bring out environmental benefits

Natures Organics is launching the first advertising campaign for its 20 year-old cleaning brand Earth Choice.

The “Torture” camapaign, created by Clemenger Harvie Edge (CHE) Melbourne, will aim to highlight the environmental benefits of using the brand versus traditional cleaning products.

The ad carries the line “Stop torturing our aquatic life” and shows people using what appears to be a live duck, starfish and an octopus to clean their house.

Jason Ross, CHE executive creative director, said: “We wanted consumers to consider where their waste water goes after it leaves their home. Showing aquatic animals in the cleaning process being ‘tortured’ by standard cleaning products dramatised this point.”

The TVC goes to air on March 28.

Credits –

  • Agency: CHE
  • Executive Creative Director: Jason Ross
  • Deputy Creative Director: Richard Ralphsmith
  • Agency Producer: Roz Ruwhiu
  • Clients: Justin Dowell, Maree Gauci, Leah Purcell
  • Account Management: Meagan Bell
  • Production: Otto Empire
  • Director: Ben Saunders
  • Producer: Jo de Fina
  • Post Production: Fin Design

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