SOAP was started in late 2003. We were born out of the frustration brought on by traditional agency work. Unfulfilled by not making enough impact, and excited about the idea of creating a new approach to activating brands and sustainability we started SOAP -working from the basement of a good friend and client. We quickly outgrew our welcome and the basement.
Over the years we have shape shifted through a few forms (Rooks Communications, Rooks Co., Dwell Creative). During each manifestation, we have remained true to our mission of stamping out communication that lacks intrinsic value to culture (apart from being an anthropologic artifact) and pioneering new ways to create change with our clients.
Over the years we have been called many things: tree huggers, green marketers, brand activists, a green agency, the ocean’s 11 of sustainable marketing and sustainability punks. All true.