Earth Choice or Aquatic Torture

Natures Organics have launched their first television advertising campaign for “Earth Choice”, their household cleaning brand launched in Australia 20 years ago. A starfish in the kitchen sink, a manta ray in the shower, a toilet duck, a hermit crab in the washing machine, an octopus in the mop bucket, all demonstrate the potential impact of harmful household chemicals on the environment. “Stop torturing our aquatic life”.

Earth Choice Starfish

Click on the image below to play the video.


The Earth Choice campaign was developed at CHE Melbourne by executive creative director Jason Ross, deputy creative director Richard Ralphsmith, agency producer Roz Ruwhiu and account manager Meagan Bell, working with Nature Organics staff Justin Dowell, Maree Gauci and Leah Purcell.

Filming was shot by director Ben Saunders via Otto Empire, with producer Jo de Fina and director of photography Danny Ruhlmann.

Post production was done at Fin Design. Sound was produced at Final Sound.

Earth Choice Octopus

No animals were harmed in the making of the commercial. The commercial was shot with heavy use of computer imagery. The aquatic animals featured such as the star fish, manta ray and octopus were originally created as rubber models for the filming of the ad. During post production Fin Design’s CGI team spent weeks bringing these models to life through computer generated manipulation. A stunt duck was accompanied by his trained handler who ensured his welfare and endless treats throughout their time on set.