Project Type



Happiness Amsterdam


Soilmates is a new brand of avocado oil, made from ‘ugly’ avocados that would otherwise be thrown away. To answer the brief of launching the brand with a clear statement, they collaborated with an unusual but perfect spokesperson: Jono Lancaster, a motivational speaker living with Treacher Collins Syndrome. Through this campaign, Soilmates helps everyone remember that you need to look better and, more importantly, deeper to find true beauty. 


Soilmates – a brand of avocado oil made from ‘ugly’ avocado’s - introduces a new spokesperson: Jono Lancaster. Jono is a motivational speaker, living with Treacher Collins syndrome. 

In the film he addresses the viewer from his kitchen to talk about beauty. He acknowledges that it might sound weird from him, but shares that if the viewer sticks around, they find out why he’s indeed perfect.

He uses a so-called ‘ugly‘ avocado to tell a compelling story. A story about why people should look further than what meets the eye to find true beauty. Because whether it’s about avocados or people: it’s the inside that counts. 

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