Human teabags, gangster twin snacks & female bodybuilder sausages are the faces of Wherefrom’s first major advertising campaign, created by London agency, 10 Days.

Humour and weirdness don’t figure in the current world of sustainability. But sustainability review platform, Wherefrom, wants to bring entertainment in a category that is renowned for taking itself too seriously.

The campaign’s nine ads, created by London agency, 10 Days, feature beautifully crafted one shot films of unexpected humans, each of which represents a product you can compare on wherefrom.org, one of them an unsustainable choice and the other, the more sustainable option. The humour, which includes scoring the humans for sustainability, use surreal humour to encourage people to compare and swap for more sustainable products, showing how easy those swaps are to make.

The campaign idea comes from research which shows the increasing desire from consumers for more sustainable products with over 75% choosing sustainability over brand names. 

The creative platform and campaign were created and produced by 10 Days, directed by Jolyon White and produced by George White, with music written by Dominic White.

Wherefrom.org co-founder, Adam Williams, commented, “Humour is our best tool for tackling the sustainability crisis in brand advertising at the moment. The market is rife with do-gooders, and the temptation to open with some soft chords on a piano and a tug on the heartstrings leaves your ad looking like every other brand on the market. We’re proud to offer people the best platform to use for making better choices online and at the supermarket with character and personality.”

10 Days co-founder, Jolyon White, added, “Sustainability ads are boring and depressing – focussing on guilt-tripping. With Wherefrom we want to show that you don’t have to be preachy to get your message across. In fact, it can be way more effective to be playful/ fun and, in this case, a little absurd.”