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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.”
Account Director: Niels Heimens |
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