A charming new animated video introduces etheco, bringing its vision to life with humour, honesty and a simple message – small changes can make a big difference

etheco has launched with a hand-drawn animation designed to introduce what we’re about – and why making more thoughtful choices doesn’t have to feel difficult, daunting or preachy.

Created by etheco creative director Phillip Long, the film deliberately starts with the look and feel of an old public information film, using grainy black-and-white animation to reflect the sometimes confusing world of ethical choices.

Then etheco arrives in a brighter, cleaner style, offering a different way forward. At the heart of the animation is an everyday character, slightly rough around the edges and trying to navigate the choices available to him – something many of us may recognise.

‘I didn’t want the video to be preachy or laden with doom,’ says Phillip. ‘It’s more of an invitation to try and make a difference together than trying to guilt trip or pressure people.’

The animation and soundtrack were created by Phillip, while his wife, Afi, provided the voice over. His aim was for the finished film to feel authentic and handmade. ‘I think something crafted by hand has more heart,’ he says.

Kept deliberately under a minute and a half, the film aims to leave viewers with a straightforward message: you don’t need to turn ethical living into a mission. Small changes, when we make them together, can have a big impact.

You can view the etheco launch animation here.