Greenpeace’s Palm Oil Campaign
Recently I have been interested in analysing design work to consider how different aims are successfully achieved. A campaign that has caught my attention is Greenpeace’s #NoPalmOilChristmas, supported by Iceland.
I first came across this when speaking with friends about Iceland’s Christmas advert, a short animation created by Mother London, now banned for being ‘too political’. The film captures your attention so well and very simply describes the issues that need to be tackled making it an extremely accessible cause. In an article written by ‘Campaign’ agency partner of Mother London, Hermeti Balarin, described the advert as having: “… a disarming nature because it didn’t come to you to preach, scare or the usual things that charity or cause-related work tries to go for, this came about in a gentle and heart-warming way before it delivers the darker story. It was an entertainment property above all else.” and I would completely agree. The beautifully emotive and innocent character Rang-Tan plays on the audience's guilt with a softly spoken and unaggressive story that evokes empathy through losses we can identify with, such as the loss of her mother.
Further to the campaign, I have seen a short film advertised on my Instagram feed that features an extremely lifelike animatronic replica of an orangutan wandering around the centre of London. I think this is an amazing stunt - whilst the cause of a problem remains outside of your environment it can be forgotten or pushed aside. This almost intrusive and unexpected sight in your familiar environment, so real and tangible, is a shock and not easily forgotten. The bizarre sightings of this creature, even seen taking the tube, have successfully caught the attention of many, resulting in wide coverage of the issue.
Sources:
The story of Rang-Tan: https://www.youtube.com/watch?time_continue=11&v=TQQXstNh45g
Orangutan in London: https://www.youtube.com/watch?v=WE544iF_cMM
https://www.campaignlive.co.uk/article/greenpeace-warns-brands-palm-oil-moving-animated-tale-orangutan/1490221
https://www.walesonline.co.uk/lifestyle/tv/iceland-christmas-advert-2018-banned-15391867