Plant-based food brand Alpro says Earth Day should last more than 24 hours

Spot from VMLY&R kicks off a year-round campaign

Published On
Apr 21, 2022

Editor's Pick

It's Earth Day tomorrow (April 22) but given that every day now seems to be a celebration of something, is 24 hours enough to cut through the clutter and make people think about the planet?

That's the question posed in this spot from plant-based food brand Alpro. Although the campaign launches in the week of Earth Day, the brand says that thinking about sustainability shouldn't be just a one-day exercise. The ad, by VMLY&R London, opens with a row of green washing machines on a "24-hour Earth Day" cycle, because, according to the narrator, it's "that one day a year when we all suddenly remember to treat our planet." But "then we're back to days like Pizza Day and World Password Day." The spot ends with a soaking wet woman emerging from the machine after her 24-hour cycle, reflecting that we should do things for the planet every day. 

The ad was directed by The Glue Society via Biscuit and Revolver,  and according to the agency, production was also mindfully sustainable. VMLY&R throughout trialed eco-minded methods of production that it will carry into the future. The spot was shot remotely and implemented strict mandates across the production process, influencing everything from the art department to crew lunches. 

The spot kicks off a year-long campaign of activations by the brand, which will include physical activations in local markets, contextual out-of-home ads tied to certain days and creative that reacts to moments in culture.


Apr 21, 2022
Client :
Agency :
VP Global Marketing & Innovation Plant-Based :
Gaetan Van de Populiere
Global Brand Equity Director Plant-Based :
Hedwig Borgers
Global Head of Brand – Alpro :
Charlotte Catteeuw
Interim Global Head of Brand – Alpro :
Ellen Van Den Broeck
Global Brand Manager :
Joke Waelput
Production Company :
Biscuit Filmworks
Production Company :
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
Production Company :
Biscuit Filmworks UK
Managing Director/Executive Producer :
Rupert Reynolds-MacLean
Head of Production :
Sam Chitty
Post Production :
The Glue Society Studios
Editor :
Luke Crethar
Colorist :
Scott Stirling
Flame/Online :
Richard Lambert
Sound :
Heckler Sound
Executive Producer :
Bonnie Law
Sound Design and Mix :
Dave Robertson

Need a credit fix? Contact the Creativity Editors

Project Type