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17 February 2021

Freedom biters.

by Andrew MacGregor

Green & Black's: “Wildly Deliciously Organic” - 60s

Organic chocolate maker Green & Black’s put their own spin on nature documentaries with this kinetic 60" commercial. Keen to earn ethical points in an increasingly volatile sector, the brand give Mother Nature its due and then some.

There are no sage remarks from David Attenborough or Hans Zimmer BRAAAMs here; instead, M.I.A.'s 'Born Free' accompanies a feeding frenzy shot by director Kim Gehrig. The Australian's footage is raw, tactile, and even vicious - but then most viewers would tear into fresh food like this if they had the chance.

Equal care is given to the food photography, as white, dark, and milk chocolate resemble canyons and other natural wonders. It's a premium rush from the gourmet outfit, but—as rivals Tony's Chocolonely recently proved—this section of the market carries risks as well as prestige.

Creative Agency: VCCP Ⓟ Ⓦ
ECD: Darren Bailes
Creative Director: Caroline Rawlings
Creative: Chris Russell / Ahmed Ellabib
Managing Director: David Boscawen
Senior Acc Handler: Clare Greenhalgh
Account Manager: Issi Lloyd-Waite
Business Team: Matt Smith
Senior Planner: Gethin James
Planner: Sophie Binns
Agency Producer: Ed Mueller
Director: Kim Gehrig ♀
Post Production: Jo Gutteridge @ Time Based Arts Ⓟ Ⓦ
Colourist: Simone Grattarola @ Time Based Arts Ⓟ Ⓦ
Sound Designer: Anthony Moore @ Factory Ⓟ Ⓦ
Audio Producer: Lucy Spong
Music: Born Free - M.I.A.

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