Title	AN UNREPEATABLE PHOTOGRAPH?
Brand	TRAPA CHOCOLATES
Product/Service	TRAPA
Category	B10. Launch / Re-launch
Entrant	TRAPA CHOCOLATES Palencia, SPAIN
Idea Creation	FCB&FIRE Madrid, SPAIN
PR	FCB&FIRE Madrid, SPAIN
Production	BLUA Barcelona, SPAIN

Name	Company	Position
Jesús Revuelta	FCB&FiRe Spain	Chief Creative Officer
Ángel Amador	Trapa Chocolates	Communications Director
Alba Vence	FCB&FiRe Spain	Creative Director
Daniel Requena	FCB&FiRe Spain	Head of Art
Pepe García	FCB&FiRe Spain	Head of Social
Ana García Sierra	FCB&FiRe Spain	Head of Social
Sergio Villarrubia	FCB&FiRe Spain	Creative
Yerai Gómez	FCB&FiRe Spain	Creative
Miguel Seisdedos	FCB&FiRe Spain	Motion Graphics
Miguel Sánchez	FCB&FiRe Spain	Social Media Strategist
Mayte Flores	FCB&FiRe Spain	Client Services Director
Raquel Jara	FCB&FiRe Spain	Account Executive
Manuel López	FCB&FiRe Spain	Chief Strategy Officer
Indonesian Production Service DUE TO RECEIVED PRESSURES, IT REMAINS ANONYMOUS	Anonymus	Producer
Anne Roig	Anne Roig	Photographer
A. Yvanyuk	Anonymus	Model
INTERNATIONAL ANIMAL RESCUE	INTERNATIONAL ANIMAL RESCUE	Environmental Consultants
Eugenia Esquerdo	Blua	Executive Producer
Juan Blanco	Blua	Executive Producer
Miriam Castelao	Blua	Production Manager
Anna Blanch	Blua	Producer
Joan Rietti	Blua	Producer
Eder García	Blua	Producer
Fran Bafaluy	Blua	Editor

Why is this work relevant for PR?

How did a Spanish ad save a piece of rainforest in Borneo? Not being an ad, but a PR campaign that provoked ridiculous reactions from the palm oil lobby and the Indonesian Government. “An unrepeatable photograph?” goes beyond relaunching Trapa as the first chocolates company in Spain to remove palm oil. It’s a PR work that mixes brand communications, PR activist techniques, fashionable appearance, and a controversial documentary: a combination that attracted the Spanish journalists and strongly shocked our competitors. This game-changing PR strategy uncovered hidden interests, raised awareness about deforestation and made both the business and the Earth win.

Background

Trapa Chocolates was an old-fashioned local Spanish brand, so stuck in the past that their buyers were getting older (50 to +65 women) Sales were decreasing very fast, competing without success in a category led by multinationals (Nestlé, Ferrero...). Every year, Trapa was being taken out of more and more supermarkets. The brand was so damaged that Trapa was acquired by a new owner So the challenges were: - to relaunch the brand (new brand purpose) - to reach younger audiences: a new conscious consumer. - to stop being taken out of more supermarkets, in a category led by multinational companies (Ferrero, Nestlé,…)

Describe the creative idea (20% of vote)

An unrepeatable photograph? We traveled to Borneo, Indonesia, to take a photograph in a rainforest scheduled to be deforested in a matter of weeks. To avoid raising suspicions, we made authorities believe it was a harmless fashion shoot. We made the photo public. What looked like an innocent ad, was actually a public threat directed to multinational chocolate makers: we warned that, if that area were deforested, we’d return to repeat the photo at the same spot and publish it. We also made a documentary, with environmental consultants, to support that our warning was real, marking on the map the exact point of the photo. It was the perfect pretext to spark a conversation in media about deforestation, to raise awareness, and to make the palm oil lobby nervous. The photograph was finally unrepeatable, but for never expected reasons. And it uncovered hidden interests, which strongly affected our competitors.

Describe the PR strategy (30% of vote)

Trapa challenged the status quo in the chocolates and snacks category with a critical attitude, far from the multinational companies’ way to communicate. Brands like Ferrero were (very negatively) mentioned every time media talked about our “crusade against deforestation and the palm oil lobby”. Breaking the conventions of the category (pleasure/flavor) this attitude was embraced by the Spanish consumers as a “David against Golliat” adventure story, in which David/Trapa is not just “letting us have a conscious choice” but also “fighting and taking risks for us”. This creative strategy allowed us to reach a younger audience (specially, “conscious women” 25-45), raising awareness about deforestation amongst them with 3 different approaches: 1- Key opinion media (Highly respected press journalists from ElPais, ABC, ElMundo …) amplified our warning, and the different controversy moments it provoked, sparking organic debates. 2- Fashion & Lifestyle magazines. 3.- Online Entertainment (documentary) attracted audience from media coverage.

Describe the PR execution (20% of vote)

The “unrepeatable photograph?” (press release: 1 photo + online documentary) was launched November 2018. The photo was also a several months national press campaign in lifestyle magazines. In less than 1 week, the palm oil lobby threatened us privately asking the withdrawal of the press ad and documentary. 7 weeks later, they sued us. We didn’t stop, we made the sue public, sparking a huge debate about deforestation and hidden interests. Trying to come back, the Government of Indonesia denied our visa in March. We had no choice but to hire a satellite that revealed a ridiculous truth: they had deforested all, except the piece where we had taken the photograph, in order to avoid a second photo with a deforested background. We sent the satellite image and denied visa to newspapers, generating a huge echo again, on 03.21.19 (International Forests Day), being even supported supported by NGOs.

List the results (30% of vote)

How did a Spanish ad save a piece of a rainforest in Borneo? By not being and ad, but a PR campaign with 101 high quality and value appearances (signed articles from Spanish press and digital press respected opinion journalists), in 3 diffferent phases, each one with a clear focus: - The warning: o will this photo be unrepeatable? o Trapa removes palm oil and raise awareness about deforestation o Palm oil is killing primary rainforests and orangutans as seen on this documentary - The sue: o Trapa keeps the campaign confronting the palm oil lobby o Ferrero don’t want deforestation to be seen o People supports Trapa’s decision to face the palm oil lobby, led by Ferrero - The satellite image: o A Spanish Chocolates ad saved a piece of a rainforest in Borneo o The Indonesian government denied Trapa’s visa, and seems to be involved, making the photo unrepeatable for different reasons than expected. PR qualitative audience: 25,1M people (Spanish population is 47M). 222.004.916 PR impacts (meaning an average of 9 contacts per person). And it sparked an even bigger debate about deforestation after that. + 73% "palm oil" searches, so we not only raised awareness but awaken an unprecedented curiosity in Spain about the ingredient. + 47% "Trapa" searches, allowing us to reach younger audiences. + New distribution in supermarkets (Carrefour, Auchan…). + 51% sales Proving that a good purpose can make both, the business and the Earth, win. (Data sources: AIMC/EGM, OJD, OJD Interactiva, Mynews)