Sorbent gets 'Behind Every Great Australian' in brand relaunch via Akkomplice

15 January 2024

Creative Agency: Akkomplice

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In all its soft-but-strong, 3-ply glory.

Australian 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.

Declaring that Sorbent is “Behind Every Great Australian”, the work reminds people of how the all-important Sorbent is there for them when they 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.

Kenny Hill, founder and creative director of Akkomplice, says 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," says Hill.

The work is the first for the brand from Akkomplice since being appointed lead strategic and creative partner after a competitive pitch.

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, Joan Lim

Production Company – Sweetshop

Producers: Ed Pontifex, Nicole Crozier

Director – Trevor Clarence

DOP – Crighton Bone

Casting – Danny Long Casting

Editors – The Editors: Stu Moreley, Stu Cadzow

Music Composition – Rumble Studios: Jeremy Richmond

Sound Design – Bang Bang Studios: Sam Hopgood Media Buying – Hot Glue

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