Akkomplice launches first work for Sorbent

Akkomplice has launched its first major brand campaign for toilet paper brand Sorbent, Mumbrella can reveal.

The agency was appointed lead strategic and creative partner after a competitive pitch in November 2022, taking over from the incumbent Thinkerbell.

The new campaign, ‘Behind Every Great Australian’, marks the brand’s return to the nation’s screens with its first spot in several years.

Proudly declaring that Sorbent is ‘Behind Every Great Australian’, the campaign features a nervous bride on her wedding day, a hardworking tradie and an exhausted mum, among others.

“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,” said Kenny Hill, founder and creative director at Akkomplice.

“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.”

In September last year, Sorbent unveiled a brand refresh after research discovered its branding lacked meaning, and its identity and packaging system had become outdated.

“The Sorbent brand needed to pivot from a commodity product to a branded experience that reflected its Australian heritage, and a unique attitude and point of view that would resonate across all mediums, from packaging to communications,” The Edison Agency, who undertook the refresh of the 70-year-old brand, explained at the time.

Sorbent joins a number of FMCG brands on Akkomplice’s roster, including Darrell Lea, Kellogg’s and most recently, Grove Juice.


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 directors: Edward Pontifex & Greg Fyson
DOP: Crighton Bone
Art director: Jon Dowding
Edit and post production: The Editors, Stu Morley
Final sound mix: Bang Bang Studios
Sound engineer: Sam Hopgood
Music studio: Rumble Studios
Composer: Jeremy Richmond
Casting director: Danny Long Casting

Media buying – Hot Glue 


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