Fast-growing eco-ethical baby brand, Pura, has released its first major TV ad campaign after victory in the Sky Zero Footprint Fund competition. The ad was created in the most sustainable way possible, with all single use plastics banned from the set.
Pura was among five finalists each awarded £250,000 in media value by Sky Media in a competition designed to provide worthy companies with funding to amplify TV adverts with a sustainable message.
Entrants were tasked with pitching and creating adverts that would drive positive behavioural change and have a tangible impact towards a more sustainable future in the £2M million advertising fund initiative.
Created by FCB inferno London, Pura’s TV commercialwas designed to inspire viewers to be greener and for the two-day shoot, all single-use plastics were banned from set and all props were made from sustainable materials.
Using a cute cast of disgruntled “spokesbabies”, Pura’s ad – It’s Time For A Change – educates parents by blowing the whistle on hidden plastic in wipes and explains how they can easily switch to plastic-free.
Pura founder and chief executive officer Guy Fennell said: “It was important to us to practice what we preach. That’s why we made sure that the shoot for the ad was designed to be as eco-friendly as possible.
“As a new Dad, I know most parents can’t live without the convenience of baby wipes, but most don’t know that 90% of baby wipes sold in the UK contain plastic.
“That plastic is a carbon intensive material from when it’s made, to when it’s thrown away. The shocking truth is plastic wipes last over 100 years, outliving the babies they were used on.
“For my son Ezra, and for all babies, Pura’s is here to say it’s time for a big change. We know our new TV commercial has the power to drive big change. I’m immensely grateful to Sky Media for this opportunity.”
With bespoke consultation from Sky Media’s Direct to Scale team, Pura’s prize media value will be used across Linear and VoD channels in the Sky Media portfolio, which have been carefully planned to reach and resonate with their ideal audience: households with young kids. The plan is to blanket this audience across an extensive 4-month period starting in April with the aim to increase brand awareness and drive purchases of Pura’s extensive product range.
Katharine Dunlap, Head of Direct to Scale at Sky Media, said “We’re excited to be able to give Pura access to the most effective platform, which will help scale up the business and amplify its positive message through the unrivalled reach of TV. We believe that Pura can play a key role in encouraging the nation to make small but significant changes for sustainability, which is why the brand made it into our Footprint Fund top five. We’ve also seen, through research conducted by Sky and the Behavioural Insights Team (BIT), that TV really does have the power to encourage consumers to decarbonise – with 1 in 3 having changed their lifestyle because of content seen on TV. In my opinion, this could be a really impactful combination in the steps towards fighting climate change.”
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