Soilmates
NOT FOR SHEEP
(Role: creative director & producer)
Background/
Brief
Soilmates makes perfect avocado oil out of so-called "ugly" avocados. For their launch into Ireland with Tesco, they needed to land with the locals and pull people off their default cooking oil.
Insight
Ireland has as many sheep as it has people.
Avocado is toxic to sheep.
Sheep are followers. So are most people's oil habits.
NOT FOR SHEEP.
Show the Irish market that we are not for sheep. For obvious health reasons, but also because we are not the oil for followers.
idea
We created five 15-second social films, each one a straight-faced parody of a genre.
Horror, Documentary, Western, Romance, Noir.
Two locations, a kitchen and a sheep farm in Co. Galway.
Shot over two days with a real flock, a real farmer and a cast of one. Ran across TikTok, Meta and YouTube for the Tesco Ireland launch..