Sorbent gets ‘behind every great Australian’ in new brand relaunch campaign via Akkomplice

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Iconic Aussie brand Sorbent is making a big comeback to the nation’s screens with the launch of a new brand platform from Melbourne independent agency Akkomplice.


Proudly declaring that Sorbent is “Behind Every Great Australian”, the work reminds viewers of how the all-important sorbent is there for them when people need it most.

From burly builders getting the job done to nervous brides ahead of their big moment, Sorbent is always there right behind the nation, no matter who or where, in all its soft-but-strong, 3-ply glory.

Says Kenny Hill, founder and creative director, Akkomplice: “When you’re creating something big for such a beloved brand with a heritage of popular campaigns, you really must pull out all the stops. So, we were thrilled when the Sorbent team embraced our idea so passionately.

“From the director to the talent, we had a great team to bring the idea to life for the Sorbent brand, and couldn’t be happier with the result.”

Sorbent gets ‘behind every great Australian’ in new brand relaunch campaign via Akkomplice

The work is the first for the brand from Akkomplice since being appointed lead strategic and creative partner after a competitive pitch. The win saw the iconic Aussie brand added to a long list of Akkomplice FMCG credentials from Darrell Lea to Kellogg’s and its most recent addition, Grove Juice.

Media for the campaign was planned and bought by Hot Glue.

Client – Sorbent Paper Company
Jo Semidang, Citra Yunika, Daniel Coleman, Berend Pilon

Agency – Akkomplice
Kenny Hill, Glenn Dalton, Victoria Concha, Soraya Darwish, Lee Spencer

Production Company: The Sweetshop
Director: Trevor Clarence
Producer: Nicole Crozier
Managing Director: Edward Pontifex
Managing Director: Greg Fyson
DOP: Crighton Bone
Art Director: Jon Dowding
Edit and Post production: The Editors
Post Producer: Rita Gagliardi
Editor: Stu Morley
Colourist: Ben Eagleton
Online Artist: Stu Cadzow
Final Sound mix: Bang Bang Studios
Sound Producer: Polly McGregor/Holly Dee
Sound Engineer: Sam Hopgood
Music Studio: Rumble Studios
Composer: Jeremy Richmond
Casting Director: Danny Long Casting
Media Buying – Hot Glue