If you want to make a statement that you’re doing something better than a competitor, appropriate its most famous commercial. Darrell Lea has announced that its entire range is 100% palm oil free in a commercial by Melbourne agency, Akkomplice, that mimics Cadbury’s famous drumming gorilla commercial.
This time, the orangutan (which also evoke Rang-tan, Greenpeace’s “face” of palm oil destruction) is drumming in a rainforest to George Michael’s Freedom! ’90.
The campaign aims to make people think about their choccy choices, that what they choose to buy can change the world.
Tim Stanford, marketing director, Darrell Lea, commented, “There is growing awareness of the devasting impacts on natural habitats and endangered species associated with palm oil production. Our consumers told us they would prefer our products to be palm oil free. We listened and we took action.
“The ad of an orangutan in a rainforest perfectly encapsulates our brief which was to announce that Darrell Lea is now 100% palm oil free. It’s a very emotional ad. The eyes of the Orangutan are a great connection.”
Sara Oteri, executive creative director, Akkomplice, added, “It’s not every day that you get to produce work that you know will have such a tangible and positive impact on our world. Darrell Lea’s ideas, vision and efforts to change their products have been truly amazing. They are an inspiring client to work with.”
The drumming orangutan was achieved by director, Mitch Kennedy, and VFX specialists, Alt.VFX.
Kenny Hill, founder, Akkomplice, stated, “Darrell Lea is exactly the ambitious and rare breed of client that we love working with. They actively embrace ambitious creative and really run with it, so it’s wonderful to see the incredible success that the brand is enjoying.”
The launch TVC is supported by a national outdoor campaign and educational online content that provides consumers with the full picture of palm oil and how the confectionery company underwent the transformation in its manufacturing to allow for the removal of palm oil from all products.
Founder & Creative Director: Kenny Hill
Executive Creative Director: Sara Oteri
Account Manager: Nicole Torrington
Graphic Designer: Nathan Herbertson
Production Company: The Producers
Executive Producer: Noelle Jones
Director: Mitch Kennedy
DoP: Kieran Fowler
Post Production & VFX: Alt.VFX
Music licensing: Music Mill
Final Audio Mix: Tristan Dewey @ Bang Bang Studio
Media Planning & Buying: Rapid Media
Digital Performance: Voyance
PR: Birds of Prey PR & Communications
Client: Darrell Lea
Marketing Director: Tim Stanford