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Alpro: Earthdays
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Alpro, one of the foremost global plant-based brands, has announced a year-long campaign, with new content and activations launched each day until Apil 2023, to encourage everyone to think of every single day as Earth Day. Earthdays, created by brand and customer experience agency VMLY&R, is a 365-day campaign born from the simple thought that without Earth there will be no days to remember or celebrate the things that we love. The campaign launches with a hero film, which calls attention to the many promises often pledged around Earth Day and beyond. The film also humorously highlights more minor subjects which, like Earth, receive one day of recognition - such as pizzas and passwords – echoing that Earth Day needs more than just a 24 hour cycle. The project allowed VMLY&R to trial and test sustainable methods of production that the agency will carry into the future. The launch film, which championed AdGreen training and guidelines, was shot remotely and implemented strict mandates across the production process, influencing everything from the art department to crew lunches. Going forward the campaign will aim to keep minimising its carbon footprint as much as possible. Earthdays launches in the week running up to Earth Day (22nd April) across digital, social, print and press, with further activations taking place every day over the next year, finishing on April 23rd 2023.
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