AN UNREPEATABLE PHOTOGRAPH?
Title | AN UNREPEATABLE PHOTOGRAPH? |
Brand | TRAPA CHOCOLATES |
Product/Service | TRAPA |
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
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)