We want people to sympathize with the cause of saving the orangutans and with that in mind, we present an image of a baby orangutan hanging from a vine. The message we want to deliver from this is that their habitat is slowly fading and this baby orangutan represents the entire population of its species. They may be hanging from the very last vine they can find until there is no more.
Greenpeace believes that optimism is a form of courage and that a billion acts of courage can spark a brighter tomorrow. This advertising aims to inform people to stop buying products whose main ingredients use palm oil. Rang-tan’s forest home is being destroyed to clear the way for palm oil – an ingredient used to make products for brands like Unilever, Mondelez, and Nestlé. If we don’t act, more precious habitats will be ruined, Indigenous Peoples could lose their homes, and Rang-tan and her species could be lost forever.
Idea and execution
I wanted the colors to depict the colors of nature which is what we really want to save, not just the orangutans.
The main typeface for the headline.
Where it started
What is dirty palm oil?
Palm oil is a vegetable oil found in more than half of all supermarket products, including chocolate bars, biscuits, soaps, and shampoo. The problem often lies with where and how it is grown. To make way for palm oil plantations, huge areas of rainforest are torn down by bulldozers or burned to the ground. When these forests are destroyed, local people lose their homes, and amazing species like orangutans and many different species of birds are put in danger. We can change this. Palm oil can be produced without destroying rainforests, and each of these brands has promised to stop buying dirty palm oil by 2020.
- ClientGreenpeace International
- CreatedSeptember 2019