2019 Print & Publishing

AN UNREPEATABLE PHOTOGRAPH?

TitleAN UNREPEATABLE PHOTOGRAPH?
BrandTRAPA CHOCOLATES
Product/ServiceTRAPA
Category B02. Innovative Use of Print
Entrant TRAPA CHOCOLATES Palencia, SPAIN
Idea Creation FCB&FIRE Madrid, SPAIN
PR FCB&FIRE Madrid, SPAIN
Production BLUA Barcelona, SPAIN
Credits
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

Cultural / Context information for the jury

Trapa Chocolates was an old-fashioned Spanish brand, so stuck in the past that their buyers were getting older (+65 women). It was being taken out of supermarkets after competing without success against multinational companies (Ferrero, Nestlé…). The brand was so damaged, it was recently sold to a new owner. 92% of the Spanish are worried about the palm oil presence in food: they consider it harmful to health. But they didn’t know it’s causing deforestation, putting the orangutan in danger of extinction. We decided: 1.- to renew the whole production chain in order to be more sustainable, 2.- to remove palm oil and raise awareness about the ingredient consequences 3.- this was told with this -apparently- simple page, that was in fact a total game-changer for the category, the business, and the environmental awareness. WATCH THE CASEFILM and how this Spanish ad saved a piece of a rainforest in Borneo.

Explain how the work innovatively used the print / publishing medium.

How did a Spanish Chocolates ad save a piece of a Borneo rainforest? An apparently normal press print was in fact a public challenge to the main chocolate brands (Ferrero, Nestlé,…) and the palm lobby. What looked like an innocent press print was in fact a document that marked the geolocation of a rainforest that was about to be deforested in a matter of weeks in Borneo. With this simple page we were warning we would denounce its deforestation, coming back to take a new photo in the same spot, as soon as it were destroyed. We knew it was an innovative and simple way to make chocolate multinationals nervous, uncover the hidden interests behind palm oil, and to create a national debate about deforestation. What we didn’t know is how their ridiculous way to react would save this piece of land. (WATCH CASEFILM)