With all of the sick, subversive content we’ve produced over the years, we’ll jump at the chance to redeem the studio and do a little good. This Fair Trade USA spot highlights the organization’s homegrown, organic approach to supporting benevolent causes through shopping choices by drawing on a hand-made visual style and warm, folksy sound design.
We created this swirling spec piece using a combination of photography, video, and hand-drawn elements manipulated in After Effects and voiced by the incomparable Ian Covell.
Fair Trade USA is known primarily for their work in the coffee industry, educating consumers and encouraging stores & shops to carry worker-friendly, environment-friendly brands. In truth, the organization represents a broad range of goods, offering perhaps the easiest approach to supporting positive change around the world. Since it uses Free Market concepts to channel buying choices into social equality, it enjoys bipartisan support. Which is, you know, rare.
With this spot, we’re reaching out to that broad market of consumers who consider themselves socially conscious, but might not have the time or resources to play an active role in positive change.
Check out the Fair Trade USA site for a list of products that support fair pay and a healthy environment.