Soil For Life
James Wellbeloved

A giant muddy pup, made from the same amount of soil we lose every day

90% of the world soil could be lost to modern farming practices by 2050.

To bring attention to this and promote James Wellbeloved’s regenerative agriculture initiative, we created Ellie, a 15-foot giant muddy pup made from the same amount of soil we lose to harmful farming practices every day.

Ellie could be found outside Somerset House, where she served as an unmissable reminder to the importance of soil and promoted James Wellbeloved as a name to trust for natural and sustainably sourced pet food.

My role:

Strategy Director

Made with:

Jonathan Wedlake, Matt Carter, Stuart Williams, Sophie Kelting and Teddy Loxton

Agency:

adam&eve\TBWA