Marine Stewardship Council | Ocean to Plate

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Marine Stewardship Council | Ocean to plate

Our oceans are overfished. Species are declining fast. But it’s a problem that can be managed by fishing sustainably and that’s why the Marine Stewardship Council (MSC) exists. The MSC certifies sustainable seafood. You’ve probably seen the little blue fish tick in supermarket aisles. This label is only effective if shoppers understand what it represents. The MSC wanted us to develop an animation for their social media campaign to get seafood lovers to stop and think about where their fish comes from. They wanted to position the MSC label as a mark of traceability and trust.

Solution

We realised that for the target audience, a sustainability message alone wouldn’t be effective. Our strategy and messaging needed to get people thinking differently. So we created the ‘Ocean to Plate’ campaign to encourage seafood lovers to see the MSC label as a mark of trust. We produced a suite of rich media assets, including a 45-second animation in various languages, vine videos and a variety of graphics for social media channels. The animation was also given to the MSC’s corporate partners to promote through their own media channels, along with a campaign ‘playbook’ that gave guidance on how best to communicate the message.

1. Storyboards

2. Research & Look Dev

Impact

The animation was viewed over one million times across YouTube and Facebook. The campaign received over 500 press clipping around the world, with an estimated total campaign reach of over 30 million. Subscriptions to the MSC’s YouTube channel doubled. The MSC estimated a campaign ROI of 34%. But the more important, do you see now why it's important?

Credits:

Creative Director: Tom Tapper

Directors: Luke Marsh, Guillaume Le Roux
Producers: Segolene Meheust

Writer: Matthew Harmer
Design & Animation: Guillaume Le Roux, Luke Marsh
Sound Design & Music: Serafima Serafimova / Audio Networks

VO Artist: Callum Cameron