It's the inside that counts.

Agency: Happiness Amsterdam


True beauty comes from within—a mantra that seems to be increasingly forgotten by today's society. In their latest campaign Soilmates helps everyone remember that you need to look better and, more importantly, deeper to find true beauty. Soilmates, known for their avocado oil made from 'ugly' avocados that would otherwise be thrown away, collaborates with an unusual but perfect spokesperson: Jono Lancaster, a motivational speaker living with Treacher Collins Syndrome. Together, they ensure that people think differently about beauty, whether it's about people or avocados.

In their latest campaign, Soilmates, along with Jono, advocate for what's inside. Beauty is not just skin deep; it often resides beneath the surface, waiting to get the appreciation it needs. This is precisely what Soilmates does with so-called 'ugly' avocados: avocados rejected based on appearance but, upon closer inspection, a perfect source for beautiful Soilmates products. Jono is the perfect ambassador for this idea—he was born with Treacher Collins syndrome and thus does not conform to society's superficial beauty standards.

'I am super excited to be part of this project and to make a powerful statement with Soilmates about how we perceive beauty in this world. Soilmates' philosophy is exactly what resonated with me and something I've advocated for my entire life: embrace the shortcomings society labels you with and see them as your superpowers.' - says Soilmates ambassador Jono Lancaster.

It's not just empty words used for campaign; Soilmates backs up their message with action. Over the 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 stems from the creative minds at Happiness Amsterdam, which opened an office this year. This marks their first campaign for Soilmates. Joey Boeters, Creative Partner at Happiness Amsterdam: 'We were aware of the balancing act we were in, which is why we talked extensively with Jono. He played a crucial role in the conceptual phase; bouncing ideas back and forth to find the right words. That's why it became not just Soilmates' story but also Jono's story. A society-wide narrative.'

'Up until the shoot we were nervous to see if we would strike the right cord', Boeters continues. 'Are we on the right track? Will it be powerful and respectful? But remarkable work is often nerve-wrecking. Ultimately, you need everyone to create good work, not just an agency. Also (and maybe especially) the client. Hence, a big compliment to Soilmates, who entrusted us and was willing to take the plunge with us. They recognized the importance of a meaningful collaboration with Jono and supporting his mission.'

Fighting food waste is at the heart of what Soilmates do. It means cutting down on greenhouse gas emissions, on pollution. It’s why they upcycle ‘category two’ avocados. They source all these ‘ugly's’ from right here in Europe: picked up from the port in Rotterdam. It’s local waste. Soilmates bundle them up with love, send them to their factory and squeeze the health out of them to end up as a beautiful avocado oil.

Jono Lancaster was born with Treacher Collins syndrome, a condition affecting his face, and was abandoned by his biological parents when he was two weeks old. Finding self-love was a challenge, and he despised his appearance and the world he lived in. Slowly, he managed to accept his so-called shortcomings and turn them into his greatest strength. Through trials and tribulations, he adjusted his perspective and attitude toward life. Now, as an inspirator and motivator, he tirelessly spreads his story and his message worldwide: you are strong enough to become your own superhero. Be sure to follow him on Instagram and TikTok to get inspired by his story.

“In a world that is obsessed with image and looks, I wanted to show people my face and how happy I was with it.”

Together with three friends Jono founded the Love Me Love my Face Foundation. “We want to continue to educate about Treacher Collins and other Cranio-facial conditions. We go into schools and talk to children about acceptance and not hiding who they are. It’s not just people who have facial disfigurements, we want to send that message out to all young people, because there’s always pressure to fit to trends.”

He delivers inspirational talks and meets families with children who have facial conditions all over the world as part of the charity’s work and stages meet-up events, giving children with facial conditions the opportunity to meet each other and parents a chance to share their experiences.

The charity also funds medical equipment such as hearing aids for people with Treacher Collins and other similar conditions living in countries where they do not have access.

This professional campaign titled 'It's the inside that counts.' was published in Netherlands in October, 2023. It was created for the brand: Soilmates, by ad agency: Happiness Amsterdam. This Integrated medium campaign is related to the Food industry and contains 1 media asset. It was submitted 6 months ago.


Jono Lancaster
Dave Le Roux
Sander Breedveld | @sanderbreed

Happiness Amsterdam
Geoffrey Hantson - CCO
Nik Sluijs - Creative Partner
Joey Boeters - Creative Partner
Daan de Raaf - Strategy Partner
Iris Minnema - Business Partner
Wesley Roeland - Connectivity & Content Director

Bliss Content
Simon Schuurman - DOP
Thomas Ost - Assistant Director / Grip
Bart Vande Maele - Producer
Arthur De Wachter - Producer

Paula Loos - Production Designer
Jelier & Schaaf - Art Department

Jaan Hantson - Music Composer

EVDM Agency
Eva van der Mei - Owner

Carli Schoeman - Digital Director
Motheo Moleko - Head of Social Strategy & Paid Social


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