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Library/Campaign/Rang-tan
Grade B21 sourcesHIS-00471

Rang-tan

Campaign · 2018 · Notable

51Editable slideCertificate

Iceland said 50,000 Rang-tan toys sold out after its rejected Christmas advert spread.

Original · Greenpeace / Mother / Passion Animation Studios
Rang-tan: the story of dirty palm oil
Greenpeace International on YouTube
Dame Emma Thompson leads celebs to give global brands 500-day warning: “Stop forest destruction for palm oil and save orangutans” - Greenpeace Aotearoa
Greenpeace Aotearoa
Clearcast’s MD speaks out on abuse directed at staff following Iceland decision | Clearcast
Clearcast
Children demand grown-ups keep their promises this Christmas - Greenpeace UK
Greenpeace UK
Rang-tan: watch the film - Greenpeace UK
Greenpeace UK
Greenpeace: There's a Rang-tan in My Bedroom | shots
shots

Spread Score

How it works
Reach63Contagion35Breadth60Velocity65Longevity2151

Numbers

Media impressions, Mother retrospective claim
4B
Self-reported · Mother London via Creativebrief
Peak date
Week of Nov 9, 2018
Aug 13 ’18 to Week of Nov 9, 2018
Platforms
7
Started on YouTube
Origin
Seeded
Politics & civic

Mechanics

  • ControversyPrimary
  • Transgression
  • Platform jump
  • Press loop
  • Pairing

How it spread

Trace the origin

Greenpeace released Rang-tan in August. Iceland reused it for Christmas, then publicised its failed TV clearance. Celebrity shares and coverage carried it online. Iceland reported a toy sell-out; its executives later said the campaign had not boosted food sales.

Dates use the stated precision; chart positions are date anchors.

Google searchesJul ’18AugSepOctNovDecJan ’19AprJulOctPeakYouTubeOpen webTVPressXFacebookRetail
YouTubeOpen webTVPressXFacebookRetail

15 more events on this chart

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Timeline (18)

  1. August 2018

    Greenpeace seed · Aug 13 ’18

    Greenpeace released Rang-tan globally, with Emma Thompson narrating the animation.[1][16]

    Dame Emma Thompson leads celebs to give global brands 500-day warning: “Stop forest destruction for palm oil and save orangutans” - Greenpeace Aotearoa
    Open the first post ↗

  2. Greenpeace México owner response · Aug 16 ’18

    Greenpeace México published Rang-tan’s story for its Spanish-language audience.[2]

    Greenpeace: There's a Rang-tan in My Bedroom | shots

  3. Greenpeace Brasil platform jump · Aug 16 ’18

    Greenpeace Brasil introduced Rang-tan in Portuguese and linked its global palm-oil campaign.[20]

Origin
Seeded
Sector
Politics & civic
Region
Global
Media impressions, Mother retrospective claim
4B
Self-reported · Mother London via Creativebrief
Evidence
Grade B

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Open web · 2024

50
3.INGO Hamburg - IKEA Al-Futtaim - Don’t worry, you can afford it.Sami

4.1B impressions

British Airways: May We Haveth One’s Attention

YouTube · 2024

42
British Airways | Safety Video 2024 | May We Haveth One’s Attention

2.4M views

New cases, every week

How the next thing spread, the week it does.

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Google searchesJul ’18AugSepOctNovDecJan ’19AprJulOctPeakYouTubeOpen webTVPressXFacebookRetail
YouTubeOpen webTVPressXFacebookRetail

15 more events on this chart

Join free to see them

  1. August 2018

    Greenpeace seed · Aug 13 ’18

    Greenpeace released Rang-tan globally, with Emma Thompson narrating the animation.[1][16]

    Dame Emma Thompson leads celebs to give global brands 500-day warning: “Stop forest destruction for palm oil and save orangutans” - Greenpeace Aotearoa
    Open the first post ↗

  2. Greenpeace México owner response · Aug 16 ’18

    Greenpeace México published Rang-tan’s story for its Spanish-language audience.[2]

    Greenpeace: There's a Rang-tan in My Bedroom | shots

  3. Greenpeace Brasil platform jump · Aug 16 ’18

    Greenpeace Brasil introduced Rang-tan in Portuguese and linked its global palm-oil campaign.[20]

  1. platform jump · Aug 21 ’18

  2. backlash · Oct 2018

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Why it worked

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