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Rainforest Alliance “Follow the Frog” 2013

Rainforest Alliance “Follow the Frog” (2013) is a Rainforest Alliance commercial directed by Max Joseph. It won 2 awards, including Cannes Lions 2013 Film Bronze and AICP 2013 Honoree Cause Marketing.

A man's attempts to save the rainforest through extreme measures fail, only to realize that supporting certified products is the most effective way to make a difference.

Video: Rainforest Alliance on YouTube

Shot by shot

  1. A person's hands hold a newspaper crossword puzzle, filling in answers with a pen, in a brightly lit interior setting.© Rainforest Alliance0:00
  2. A man in a plaid shirt and helmet rides a bicycle, stopping at a stop sign on a sunny suburban street.© Rainforest Alliance0:13
  3. A wide shot shows a deforested area with tree stumps and a large fire burning in the middle ground, surrounded by lush green forest under a bright sky.© Rainforest Alliance0:25
  4. An aerial view shows multiple large fires burning across a vast green landscape, emitting thick white smoke into the hazy sky.© Rainforest Alliance0:47
  5. A colorful bus is reflected in a bicycle's rearview mirror, driving on a road with trees in the background.© Rainforest Alliance0:59
  6. A man in a plaid shirt stands next to a waterfall, looking surprised and happy in a lush green jungle.© Rainforest Alliance1:09
  7. A man with long, dark, curly hair and a rifle slung over his shoulder looks intensely at the camera, with other people in the background.© Rainforest Alliance1:26
  8. A group of indigenous people and a construction worker protest deforestation in a lush rainforest, holding signs that read "SAVE THE RAINFOREST" and "WE CAN'T AFFORD 32 MILLION ACRES."© Rainforest Alliance1:40
  9. A man with blue face paint and a man in an orange shirt are seen with other workers in a rural, outdoor setting, with trees and hills in the background.© Rainforest Alliance1:53
  10. A lone figure, seen from behind, walks across a vast, barren desert landscape towards a bright setting sun, carrying a suitcase.© Rainforest Alliance2:04
  11. A woman holds a child while a man stands behind them, looking concerned as they open a door to an unseen person.© Rainforest Alliance2:22
  12. A close-up shot of a Dove chocolate bar wrapper, featuring the Rainforest Alliance Certified Cocoa logo with a frog icon.© Rainforest Alliance2:39

Stills © Rainforest Alliance. Made by Max Joseph.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Humorous, over-the-top journey to save the rainforest, contrasting with simple, impactful action.

Tagline: “Follow the Frog”

fish out of waterhero's journey parodyescalating absurditymisguided good intentionsthe easy way outcall to action

The cut

Length
188 s
Shots
193
Average shot
1.0 s

What creatives use Rainforest Alliance “Follow the Frog” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Rainforest Alliance “Follow the Frog”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A person's hands hold a newspaper crossword puzzle, filling in answers with a pen, in a brightly lit interior setting.© Rainforest AllianceA man in a plaid shirt and helmet rides a bicycle, stopping at a stop sign on a sunny suburban street.© Rainforest AllianceA wide shot shows a deforested area with tree stumps and a large fire burning in the middle ground, surrounded by lush green forest under a bright sky.© Rainforest AllianceAn aerial view shows multiple large fires burning across a vast green landscape, emitting thick white smoke into the hazy sky.© Rainforest Alliance
    Frames from Rainforest Alliance “Follow the Frog”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Rainforest Alliance “Follow the Frog” in order, with its length, framing and what happens in it.

    A person's hands hold a newspaper crossword puzzle, filling in answers with a pen, in a brightly lit interior setting.© Rainforest AllianceA man in a plaid shirt and helmet rides a bicycle, stopping at a stop sign on a sunny suburban street.© Rainforest AllianceA wide shot shows a deforested area with tree stumps and a large fire burning in the middle ground, surrounded by lush green forest under a bright sky.© Rainforest AllianceAn aerial view shows multiple large fires burning across a vast green landscape, emitting thick white smoke into the hazy sky.© Rainforest AllianceA colorful bus is reflected in a bicycle's rearview mirror, driving on a road with trees in the background.© Rainforest AllianceA man in a plaid shirt stands next to a waterfall, looking surprised and happy in a lush green jungle.© Rainforest Alliance
    Length: 188 s · Shots: 193 · Average shot: 1.0 s

  3. 03Ad ideas: every spot built on a fish out of water

    Before you present an idea, you need to know who has done it, and how.

    Rainforest Alliance “Follow the Frog” is built on a fish out of water. Search the library by idea to see every spot that uses it.

    Cupnoodle “Globalization”© CupnoodlePaul Wellstone for Senate “Looking for Rudy”© Paul Wellstone for SenateWaitrose “The Gastronaut”© WaitroseNetflix “Discover Your Future”© Netflix
    Cupnoodle · Paul Wellstone for Senate · Waitrose · Netflix

Award-winning public service & ngo commercials

  • WWF "In Hot Water" (2025) commercial still© WWFWWF “In Hot Water” 2025Dir. Yannis Konstantinidis · NOMINTClio Awards Grand Prix 2025
  • Fire and Emergency New Zealand "You’re Cooked" (2024) commercial still© Fire and Emergency New ZealandFire and Emergency New Zealand “You’re Cooked” 2024Motion SicknessEffie Awards Grand Prix 2024
  • truth "Depression Stick" (2023) commercial still© truthtruth “Depression Stick” 2023Mojo SupermarketEffie Awards Grand Prix 2023
  • New Zealand Government "Unite Against COVID-19" (2022) commercial still© New Zealand GovernmentNew Zealand Government “Unite Against COVID-19” 2022Clemenger BBDOEffie Awards Grand Prix 2022
  • OCEDEL "Firefly Man" (2016) commercial still© OCEDELOCEDEL “Firefly Man” 2016Dir. Wataru Sato · DRILLAdFest Grand Prix 2016
  • Epuron / German Ministry for the Environment "Power Of Wind" (2008) commercial still© Epuron / German Ministry for the EnvironmentEpuron / German Ministry for the Environment “Power Of Wind” 2008Dir. The Vikings · Nordpol+Eurobest Grand Prix 2007

Questions

Who directed the Rainforest Alliance “Follow the Frog” commercial?

Max Joseph directed it.

What awards did Rainforest Alliance “Follow the Frog” win?

2 awards, including Cannes Lions 2013 Film Bronze and AICP 2013 Honoree Cause Marketing.

What is the tagline of Rainforest Alliance “Follow the Frog”?

“Follow the Frog”

Sources for the credits and awards

aicpawards.comThe WorkThe Work