Banned From TV, This Conservation Ad Has Become a Viral Sensation With 35 Million Views

U.K. celebs and news outlets amplified its reach dramatically

'Rang-tan', originally a Greenpeace video made by Mother, was adopted by the U.K.'s Iceland Foods as its Christmas ad. Iceland Foods

When Greenpeace and agency Mother found a supermarket chain willing to help boost their animated message about orangutan conservation by turning it into a branded broadcast ad, it seemed like a storybook ending for a project with a lot of emotional investment.

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."