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TV

Tony’s Chocolonely: Unfair/Fair

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Tony's Chocolonely has been campaigning in a highly original way for slave-free chocolate (speaking of purpose) 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 to this day there are still two million (!) children working illegally in the international cocoa industry. And that is extremely unfair. Which is why this optimistic brand with an opinion now wants to reinforce its original ambitions internationally. Because although everyone in the Netherlands now knows Tony's Chocolonely (the brand has actually been market leader since 2018), not everyone abroad really knows the brand. Yes, they’re ‘colourful’ and have something to do with a good cause, but what exactly? In a world that’s rapidly polarizing and increasingly demands outspoken points of view, HERC the agency has made a creative manifesto for Tony’s with British actor, director and multi-talent Idris Elba as spoken word artist. To show exactly what the brand stands for: what’s unfair (and Tony’s and Idris strongly condemn) and what's fair, like the touching scene in the film: “Kids playing freely like a boss. Yes, fair.”
Credits Other credits

Account Director: Niels Heimens

Choco monster animation: Brian Elstak

Title design: Joëlle Strijk

Mural design: Franko Rosas

Chocolate shots: Chuck Studios

Edit: Antonin Brones (Division)/ Etienne Gueriaux (Machine Molle) / Brian Ent (Kapsalon)

Grading: Arthur Paux

Post Production: Machine Molle

Styling: Jill Gattegno

Set producer: Alliochia Madeuf

Music: Tshegue

Narrative: Rogier de Bruin x Idris Elba

Voice over: Idris Elba

Sound design: Audentity / Niels den Otter

Music Supervisor: Pitch & Sync London

Client: Tony’s Chocoloney

Thecla Schaeffer - Marketing Magic Maker (Head of Marketing)

Sabrina Spong - Movement Lead Marketing

Nadine de Ridder – Creative Strategist

Martijn Beenen - Project Manager

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