Aussie favourite Darrell Lea is announcing that its entire range is now 100% palm oil free with a bold new phase in its “Darrell Lea Makes It Better” campaign from independent agency Akkomplice.
Says Tim Stanford, marketing director, Darrell Lea: “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 campaign kicks off with a TVC, featuring an orangutan partying to the beat of George Michael’s Freedom! 90 to encourage viewers to consider how the choices they make at the checkout can quite literally change the world.
Says Stanford: “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.”
Says Sara Oteri, executive creative director, Akkomplice: “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 Melbourne based agency engaged the talents of director Mitch Kennedy and Australian visual effects specialists Alt VFX to bring the partying orangutan to life for the campaign.
Says Stanford: “Akkomplice has again demonstrated their passion for our brand by delivering work that will start conversations and have a tremendous impact on our business.
Says Kenny Hill, founder, Akkomplice: “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.
Client: Tim Stanford, Marketing Director, Darrell Lea
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 NZCS ACS
Post Production & VFX: ALT VFX
Music licensing: Music Mill
Final Audio Mix: Bang Bang Studio – Tristan Dewey
Media planning & buying: Rapid Media
Digital Performance: Voyance
PR: Birds of Prey PR & Communications