“An Unrepeatable Photograph”, the campaign created by Spanish agency FCB&FiRe for Trapa Chocolates, has been announced today as the Grand Prix winner at El Sol. The work also received a Gold and a Silver for PR, a Silver for Media, and an additional two Bronzes for branded content.
El Festival Iberoamericano de la Comunicación Publicitaria El Sol is a very respected festival, with participants from Spain, Portugal, and the whole of Latin America, including Brazil and US Hispanic. This is the first time the Spanish agency have received this accolade.
This award builds on a strong winning streak for the work, which also received Bronze at the CdeC – Club de Creativos de España, two golds at the Best Awards (Branded Content and Press), and a Gold award in the IAB Inspirational Awards (Branded Content).
The campaign honored the print and film campaign created in order to communicate Trapa’s decision to remove the use of palm oil in its products. This centered around a shoot in Borneo in Indonesia in September 2018 at of one of the rain-forests threatened by the deforestation caused by palm oil plantations.
This photograph was published as a press ad in different national magazines, alongside a documentary, which was released on social media (“An Unrepeatable Photograph?”, on Facebook and YouTube), warning that, if the jungle were to be deforested, Trapa would return to Borneo to repeat the same photo, in the same place, and thus publicly denounce its destruction.
According to local sources, between the months of December 2018 and January 2019, the deforestation of the area where the “Unrepeatable Photograph” was taken was planned, so Trapa began the common legal requirements to return to Indonesia. However, for reasons beyond TRAPA’s control, this trip could not be carried out.
Not being able to travel to finish the project, the Spanish company contracted the services of a satellite which has confirmed that the area where the first photograph was taken is still standing. This satellite image clearly shows how all the bordering areas are deforested or exploited with new palm oil plantations, leaving only the area where “The Unrepeatable Photograph” was taken still standing.
FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present and an anticipation of the future potential. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Learn more at and follow us on Twitter and Instagram (@FCBglobal) and Facebook (FCB Global).