Feeling guilty that we’re not taking enough action on the climate crisis? There’s a fix.
A soap has launched to wash away that emotional guilt. It’s called Greenwash and it has launched in the BETTER Climate Store, that sells “better goods for a better planet (because Mars isn’t an option).” The online marketplace was built to fight climate change and spread planet positivity in unexpected ways.
Greenwash soap was inspired by deceitful corporations everywhere. It is the only soap formulated to cleanse the body and conscience at the same time, with a nourishing blend of hydrating oils and the revitalising essence of eucalyptus and mint. It’s gently moisturising formula is designed to give you a truly false sense of security, “like no other corporation can”.
The new campaign by creative agency, Spacecraft Earth, leads with a 30-second spot that parodies classic skin care advertising – the soft, feminine voice; gentle music; unhurried pace and big promises.
“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,” stated Ashley, a fictional, archetypical consumer. “I can’t wait to wash away my guilt in a 2hr Everything Shower.”
Greenwash is sold exclusively in the BETTER Climate Store, and can be found alongside other products that are sustainably made, responsibly sourced, locally produced, and humorously conceived, yet… slightly unsettling.
Instead of spending excess amounts of marketing dollars to convince consumers it is well-intentioned and environmentally friendly, GREENWASH actually benefits the planet when purchased. Proceeds from the BETTER Climate Store are directed to the BETTER Climate Fund, a community-driven endowment that finances climate mitigation projects.
Credits:
Client: BETTER
Agency: Spacecraft Earth
Co-Founder & Creative Director: Ben Becker
Co-Founder & Design Director: Elliot Glass
Production: Blank Square Productions
Executive Producers: Dan Ruth & Edgar Esteves
Director: Logan Fields
Cinematography: Ben Meserve
Climaxxx Spokes: Kelly Krauter
Climaxxx OCP1: Oly Malykina
Climaxxx OCP2: Larson Rainier
Greenwash OCP1: Ashley Chung
Editing: The Den Editorial
Senior Executive Producer: Jennifer Mersis
Executive Producer: Jenn Johnson
Editor: Peter Viljoen
Post Production Coordinator: Zach Stoner
Colour: Rare Medium
Managing Partner: Heath Raymond
Colourist: Stephanie Park
Music: Butter Music
Executive Producer: Annick Mayer
Creative Sync Licensing + A&R: Malayna Ellis
Music Coordinator: Kriston Poindexter
Mix: Mr. Bronx Audio Post
Executive Producer: Hanna Choi
Producer: Maggie Norsworthy
Sound Designer & Mixer: David Wolfe
