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Greenpeace wanted to raise UK awareness of the environmental dangers that are associated with palm-oil production. It is reported that a football pitch-size area of virgin rainforest is destroyed every 25 seconds. The campaign’s objectives were to address the public’s attitudes towards palm oil, and to get corporations to change their behaviours.
Greenpeace initially released the advertisement online and in cinema, as well as leveraging some of their celebrity endorsers (i.e. Stephen Fry shared it to his 12.7 million followers). To complement this release, Iceland decided to use the video as their Christmas advertisement. Due to industry codes on political advertising it was never aired on TV, but was shared widely online.
You can watch the ad here.
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