True beauty comes from within; is a mantra increasingly forgotten by today’s society. In its latest campaign, Dutch avocado oil brand Soilmates is helping everyone remember that to find true beauty, you need to look better and, more importantly, deeper. Known for the avocado oil they make from ‘ugly’ avocados that would otherwise be thrown away, earthmates are teaming up with an unlikely but brilliant spokesperson: Jono Lancaster, a motivational speaker living with Treacher Collins Syndrome. Together, they make people think differently about beauty, whether it’s humans or avocados.
In their latest campaign, Soilmates champions what’s inside with Jono. Beauty is not just deep within the skin; It often lies beneath the surface, waiting to get the recognition it needs. This is exactly what Soilmates does with so-called ‘ugly’ avocados: avocados are rejected due to appearance, but upon closer inspection, they prove to be an excellent source of beautiful Soilmates products. Jono is the perfect ambassador for this idea; Treacher was born with Collins syndrome and therefore does not fit society’s superficial standards of beauty.
Earthmates ambassador Jono Lancaster says: “I’m thrilled to be a part of this project and make a powerful statement about how we perceive beauty in this world with Soilmates. Soilmates’ philosophy is exactly what resonated with me and is something I’ve advocated my entire life: society labels you with flaws and uses them as your superpowers.” sees.”
It’s not just empty words used for the campaign; Earth friends support their messages with actions. Next year, they will donate a total of €10,000 to the Love Me Love My Face Foundation, a charity that raises awareness and provides support to individuals and families dealing with Treacher Collins syndrome and other facial differences.
The campaign originates from the creative minds of Happiness Amsterdam, which opened an office this year. This marks their first campaign for Earth Friends.
Happiness Amsterdam’s creative partner, Joey Boeters, said: “We were aware of the balancing act we were in, so we spoke extensively with Jono. He played a pivotal role in the conceptual stage, bouncing ideas back and forth to find the best solution for the right words.” “So it became not just the Earth Friends’ story, but Jono’s story. It’s a society-wide narrative.”
“We were worried leading up to filming whether we would get the right thread,” Boeters continues. “Are we on the right track? Will it be strong and respectful? But remarkable work is often frustrating. After all, you need everyone to create good work, not just an agency. Also (and perhaps especially) the client. So, the one who entrusts us and who works with us “It’s a great compliment to the Friends of the Earth who were willing to go into this danger together. They understood the importance of meaningful collaboration with Jono and supporting his mission.”
Fighting food waste is at the heart of what Friends of the Earth do. This means reducing greenhouse gas emissions and pollution. That’s why they upcycle ‘category two’ avocados. They source all this ‘ugly’ right here in Europe: they are picked up at the port in Rotterdam. Local waste. Their earthmates lovingly package them, ship them to their factories, and squeeze their health out to make beautiful avocado oil.
Jono Lancaster was born with Treacher Collins syndrome, a condition that affects his face, and was abandoned by his biological parents when he was two weeks old. Finding self-love was a difficult task, and she hated both the way she looked and the world she lived in. He gradually managed to accept his so-called shortcomings and turn them into his greatest strength. Through trials and tribulations, he adjusted his perspective and attitude towards life. Now an inspiration and motivator, he tirelessly spreads his story and message around the world: You are strong enough to be your own superhero. Be sure to follow her on Instagram and TikTok to get inspired by her story.
“In a world obsessed with image and appearance, I wanted to show people my face and how happy I was with it.”
Jono founded the Love Me Love my Face Foundation with three friends. “We want to continue to educate about Treacher Collins and other craniofacial conditions. We go into schools and talk to kids about acceptance and not hiding who they are. We want to send that message to all young people, not just people with facial deformities, because there’s always pressure to conform to trends.”
As part of her charity’s work and internship meet-up events, she gives inspirational talks and meets families with children with facial problems all over the world, giving children with facial problems the opportunity to meet each other and parents the chance to share their experiences.
The charity also funds medical equipment such as hearing aids for Treacher Collins and people with similar conditions who live in countries where they do not have access.