“We can’t solve problems with the same mind we had when we caused them” - Albert Einstein
We have been degenerating our planet, land and oceans arguably for the past 10,000 years. Degeneration means that over time we will produce less and less. In fact, historical evidence suggests that most human cultures have been living with degenerative expectations. For example, for us to produce our food we expect to degrade the land over time. Therefore reducing biodiversity, decimating the soil and contributing to global warming.
To sustain the level we are at now, to maintain this degraded state doesn’t really make sense. We need to regenerate and then we can be “sustainable”. We want to regenerate, to increase abundance. There is more carbon in the soil than there is in the atmosphere and biosphere combined and with healthy soil we can significantly impact how many billions of tons of carbon can be sequestered and put to good use in the ground. Respecting the earth in this way means to care for the organism as a whole, which of course we humans are part of.
Food can and should be a solution. When it comes to how we grow, harvest and produce food, we can practice methods that enhance our land, water and wildlife. Not to mention benefiting the nutritional value of our food, which has always been and must continue to be our medicine for vitality.
This is a story of amazing humans who’s regenerative practices are making life more abundant for all.
As seasons come and go, memories are made.
To celebrate the time, character and complexity that goes into the maturation of Highland Park 21 Year Old, we’re delving into the 21 years of treasured memories of three incredible makers residing in Orkney.
This campaign is made up of 6 edits, a 30 second hero, 3 x 15 second shorts and 2 x 6 second instagram cuts.
Agency - Alliance Creative
Client - Highland Park
Creative Directors - World Headquarters
DOP | Edit | Colour - Charlie Wood
Sound Editor/Design - Gerardo Pastor