Amsterdam – Chocolate brand Tony’s Chocolonely is drawing attention to the exploitation of people in the cocoa industry with a colourful activism campaign.
The short film by agency Herc acts as a manifesto to reinforce the brand's mission to end child slavery on cocoa plantations. By taking inspiration from the bright packaging of the Tony's brand, the Unfair/Fair campaign vibrantly visualises its motto: ‘Crazy about chocolate, serious about people’.
Narrated by British actor Idris Elba, the ad examines the negative 'today' and positive 'future' for the cocoa industry in a way that diverges from most activism-led campaigns. ‘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,’ says Rogier de Bruin, co-founder and creative director at Herc.
Tony’s Chocolonely’s new advert shows how activism narratives are being reframed through the lens of a future-positive mindset. To find out more, explore our latest design direction Graphic Activism.