An Unrepeatable Photograph?

Background

Trapa, a leading brand from Spain has become the first confectionary brand to remove palm oil from its new varieties and will remove it from all its products globally in 2019. This decision was taken in conjunction with the FCB&FiRe office in Madrid, which began to advise the brand at the beginning of 2018.

Idea

To communicate this commitment, a photo and a short documentary were created by FCB&FiRe Spain to raise awareness about the problem of deforestation caused by the "indiscriminate cultivation" and consumption of palm trees. The team will check back in a few months to see whether or not the photo can be repeated, or whether the setting has been devastated. A team travelled to the primitive jungle of Indonesia to take a photograph that could soon be unrepeatable if deforestation in the area continues to wreak havoc. The photograph was taken on the island of Borneo, where the image of a helpless orangutan trying to knock down an excavator to save his home went viral in a recent video shot by the NGO, International Animal Rescue. On the same trip, Trapa met with the organization’s director in that country.

Results

The "unrepeatable photograph" was published in several fashion magazines, including Esquire, Elle, Marie Claire and Cosmopolitan, and was accompanied by a short documentary that discussed the causes of the problem, as well as teaser-trailers and Instagram Stories. Trapa are the first Spanish confectionary brand and amongst the first of the major brands to eliminate palm oil, and the first company in its market to communicate to consumers the terrible consequences of its use – a fact which is especially significant since chocolate snacks are one of the products with the highest concentrations of palm oil in the food industry. The documentary has gained over 900,000 views via the Trapa Chocolates YouTube channel alone.