67 Cents - Fairtrade | Clapboard Ad Archive

Fairtrade Belgium’s 2018 campaign 67 Cents, created by BBDO, confronts the deeply entrenched economic inequity faced by cacao farmers in the Global South who survive on a daily income of just 67 euro cents. Positioned within the finance sector, this integrated campaign employs a powerful, human-centric approach that strips away abstraction by posing a visceral question to its Belgian audience: how long would you work for 67 cents? This direct engagement invites reflection on the value of labor and the harsh realities behind everyday products, moving beyond statistics to foster empathy through a symbolic social experiment that places local workers in the shoes of cacao farmers. The campaign’s strategy aligns with what Clapboard identifies as FORMAT#3—Symbolize the Problem—where the complex global injustice is represented not through literal depictions but via analogy, making an intangible crisis tangible and urgent. The single media asset delivers a potent emotional impact that educates consumers on the critical need for ethical sourcing and fair compensation, reinforcing Fairtrade’s commitment to social justice in global trade. By translating a distant issue into a relatable scenario, the campaign encourages consumers to reconsider their purchasing choices and supports systemic change in fair trade practices. The clarity of message and creative execution reflect BBDO’s ability to merge brand advocacy with social awareness, ensuring the campaign resonates on both a cognitive and emotional level. Clapboard rates this campaign 64/100. The 67 Cents campaign matters to the advertising industry because it demonstrates how finance-focused brands can effectively engage audiences with social justice issues through symbolic storytelling that bridges global disparities and local realities.