The term “environmentalist” has unfortunately taken on negative connotations. And that’s not just me saying that — you can read David Fenton’s Q&A on the current state of environmental communication here.

And that’s why I wanted to showcase something different with this spec ad. I wanted to take something that just screams “environment” — like a fictional 100% hemp clothing line — and communicate it to a broad, non-political audience.

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Print Ad

Photo

Two runners jogging on the sand alongside a beach shore line. Bright clean sunshine radiates down. Crisp blue ocean water reflecting back.

One runner, drenched in sweat, leaves heavy footprints in the sand.

The other, a few steps ahead and sweat-free, has left no footprints behind him at all.

Header

“Never leave a footprint”

Sub Text

Thompson’s 100% hemp wear. Lighter. Sustainable. Footprint Free.