Chocolate is sweet. How it’s made isn’t always sweet at all. Tony’s Chocolonely has been campaigning for slave-free chocolate since its launch in 2005. It has a bar divided into uneven blocks because the chocolate industry is unfairly divided and milk chocolate with an ‘alarm-coloured’ red wrapper.
But there are still two million (!) children working illegally in the international cocoa industry. And that is extremely unfair.
So now the brand, which is very well known in the Netherlands (market leader since 2018) but much less well known internationally, has partnered with Dutch independent agency, Herc, to reinforce its ambitions throughout the world.
Herc has made a creative manifesto for very unique brand, Tony’s Chocolonely, with Idris Elba as spoken word artist that shows exactly what the brand stands for, setting what’s unfair (and Tony’s and Idris strongly condemn) against what’s fair.
Emilio de Haan, co-founder and co-creative director at Herc, added, “And why Idris Elba? He fits the brand perfectly. His mother is from Ghana, along with the Ivory Coast, the main producer of cocoa beans. And he wanted to do it: he’s passionate about helping improve lives there, so the mission is one that really appeals to him (plus we’re secretly a bit in love with him, Idris is in almost all our presentations – including our first presentation to Tony’s.)
“In spoken word form, in combination with Afropunk, he’s the voice for Tony’s Chocolonely in the manifesto. The film is maximum poppy – in clothing, grading, camera work, mixed-image styles, you name it. Just like Tony’s energy: full-on colourful.”
De Bruin added, “It’s fantastic, especially in this day and age, to be able to fully apply our approach to a happy activist, a cheerful brand that’s doing something good for the world. And it was also great to be collaborating again with Thecla Schaeffer, with whom we worked before. We have a shared taste in popular culture: we both follow very closely what’s currently happening in terms of movements, styles, and opinions. That’s really stimulating.”
Thecla Schaeffer, chief marketing officer at Tony’s Chocolonely, stated, “For me, it’s quite simple: Herc understands the cultural zeitgeist like no other agency and knows how to translate communication strategies into colourful, distinctive creative work. Which is exactly what Tony’s Chocolonely needs.”
Read Tony’s Petition for 100% responsibility. Every signature counts.
Creative Agency: HERC the agency
Creative Directors: Rogier de Bruin & Emilio de Haan
Account Director: Niels Heimens
Agency Producer: Kiek Beljaars
Choco Monster Animation: Brian Elstak
Title Design: Joëlle Strijk
Mural Design: Franko Rosas
Chocolate Shots: Chuck Studios
Production: Division Paris
Director of Photography: Deepa Keshvala
Executive Producer: Theo Gall
Editing: Antonin Brones @ Division, Etienne Gueriaux @ Machine Molle & Brian Ent & Kapsalon
Grade: Arthur Paux
Post Production: Machine Molle
Styling: Jill Gattegno
Set Producer: Alliochia Madeuf
Narrative: Rogier de Bruin x Idris Elba
Voiceover: Idris Elba
Sound Design: Niels den Otter @ Audentity
Music Supervisors: Pitch & Sync London
Client: Tony’s Chocoloney
Marketing Magic Maker (Head of Marketing): Thecla Schaeffer
Movement Lead Marketing: Sabrina Spong
Creative Strategist: Nadine de Ridder
Project Manager: Martijn Beenen