So much of what we eat is so divorced from where it came from that we’ve forgotten how amazing the true taste of nature can be. This new campaign from Green & Black’s shows the viewer how the finest, organic ingredients collide to create delicious chocolate in every bar.
Green & Black’s know that the true taste of nature is wildly, deliciously, organic. Since its inception the mission is in their name: Green symbolises their commitment to ethically sourced cocoa, Black stands for the high quality and delicious taste of their chocolate.
In the first campaign from VCCP since winning the account, this stunning OOH, social and digital work draws attention to Green & Black’s’ finest organic ingredients crashing together in a natural and visceral way; Madagascan vanilla, whole almonds organically grown and sustainably sourced cacao.
In order to create the eye-catching visuals, VCCP worked with artist Quentin Jones and photographer Nadège Mériau to give the work an editorial finish.
David Clements, Marketing Activation Director, Green & Black’s said about the work “We are very excited to launch our new campaign for Green & Black’s, taking us back to our founding principles. This is flavour like never captured before. Everything is as visceral as we can show it with vivid colours, dramatic shadows and textures we can almost taste.”
Caroline Rawlings, VCCP Creative Director added “ Green & Black’s has such a brilliant story to tell, founded because they knew that proper organic ingredients make for the best tasting chocolate. We’re used to seeing organic nature in a certain way in food advertising. Twee, serene, gentle. We wanted to create a campaign that looked and felt like real nature. The wild, brutal, visceral, unadulterated nature where the best organic flavours are enjoyed. An assault on the senses. With the help of the wonderful Nadège Mériau on camera and the all-round talent of artist Quentin Jones on rips, tears and compositions we hope that people are reminded of the real reason Green & Black’s tastes so damn good.”
Media has been planned by Carat.
The campaign will continue in early 2021 with an AV film directed by award-winning director Kim Gherig.
Title / project: Green & Black’s Wildly. Deliciously. Organic.
ECD: Darren Bailes
CD: Caroline Rawlings
Creative Team: Chris Russell & Ahmed Ellabib
Food photographer: Nadège Mériau
Artist: Quentin Jones
Agency Producer: Charlotte McCluskey
Integrated Producer: Jon Dewart
Planner/CSU Director: Sophie Binns /Gethin James
Account Team: Matt Smith Business Director, Clare Greenhalgh Senior Account Director, Issi Lloyd Waite Account Manager
Media Agency: Carat
Carat Business Director: Lauren Kenny
Carat Account Director: Christopher Springall
Carat Planning Manager: India Marlow-Prince