Meaningful advertorial leans entirely on authenticity.
You know those ads that banks produce where they try and convince you that they’ve been championing the little man since the year dot and genuinely have your best interests at heart by highlighting two small business owners with cheek-splitting grins? You know why you cringe—no matter how skillful the director of said ad might be? It’s because deep down you know that as soon as your organic honey biz starts heading towards the gurgler, the same bank that encouraged you to borrow wildly beyond your means will be hammering the foreclosure sign into your hives before you’ve even had chance to talk things over with the queen.
The feel good inc above however, isn’t like those multi-nationals however. Because Byron and because Rasta. In all seriousness, what’s good for the northern rivers is good for Stone & Wood, and good for Rasta. Rasta’s not one for compromising his stringent principles, and he’s under no obligation to appear in ads like this, so you can guarantee that he’s done his research into the truthfulness of what he’s repping. His thoughts on all things ecologically-minded are always eloquently phrased—”Traditionally business has been a trade off. If you want to make big money then you have to compromise your values. And that tradeoff model has just been left behind now”—and we’re not too proud to tip our hats to commerce done right. Bravo.