An epic nonprofit PSA: "Follow the Frog," for Rainforest Alliance

This is a truly brilliant example of short-form advocacy filmmaking, created for Rainforest Alliance's "Follow the Frog" retail campaign. Written and directed by Max Joseph (whom my personal video-making idol Joe Sabia describes as his personal video making idol). Produced by Aaron Weber from Wander.


  1. Sure! I’ll just be BUYING stuff and thus will save the rainforest!

    I’ll add this to the rest of my slacktivist badges.

  2. In fact, doesn’t this amount to saying “Your choices amount to absurd career- and relationship-destroying activism which will ultimately prove futile, or acknowledging this handy branding we’re promoting”?

  3. Yeah, but when the little kid laughed, I did still squirt my Rainforest Alliance-certified PG Tips ™ tea out my nose.

  4. Buying GMO-Monsanto foods from large corporations  will NOT improve the world, it only makes you feel good while supporting the same large corporations which are responsible for the mess(es) in the first place. this ad calls for and rewards the passivity which keeps people from truly becoming engaged with the political system. You can’t outsource your civic responsibilities and we are not going to buy our way out of the corporatocracy under which we live.

  5. It seems the seal itself is quite misleading. Suppose you have lots of coffee that has been produced by destroying the rainforest. What you can do is add 30% RA certified coffee into the mix and presto! – you’ve got an RA certified product. It’s like money laundering.

    I would say 100% pure would be the default for certifications. It might drop as low as 90% due to quality control issues, etc. 30% is low enough that it’s completely meaningless. We don’t know what’s in products with green frog seals on them.

Comments are closed.