Ogilvy Singapore encourages consumption of sustainable seafood for WWF
Ogilvy & Mather Singapore have developed the Singapore Seafood Guide for the WWF – World Wide Fund for Nature (Singapore), as part of their marine conservation efforts, to encourage Singaporeans to consume sustainable seafood.
More than 70 percent of the world’s marine fish stocks are either fully exploited or overfished and Singapore is one of the biggest seafood consumers in Asia, with much of the seafood sourced from the Coral Triangle in Southeast Asia. However, while there is a growing awareness of sustainability, few Singaporeans have taken concrete steps towards a greener lifestyle.
With the launch of the Singapore Seafood Guide, WWF hopes to draw awareness to the problem and encourage Singaporeans to consume sustainable seafood – seafood from fished or farmed sources that can maintain or increase production in the future without jeopardizing the ecosystems from which it was acquired.
To drive home the message, the ads are aimed at establishing a new code of conduct around eating sustainable seafood, positioned as the real luxe; while unsustainable seafood is seen as a faux pas.
“By creating desirability around sustainable seafood, our aim is to push for seafood from unsustainable sources to be seen as a faux pas. We like to think of it as doing our best to instill some table manners in Singaporeans when it comes to dining out and eating sustainably,” commented Robert Gaxiola, Executive Creative Director, Ogilvy & Mather Singapore.
The Singapore Seafood Guide is available for download at www.wwf.sg
Credits – CDs: Robert Gaxiola, Eric Yeo. Copywriter: Robert Gaxiola. Art Director: Eric Yeo. Planners: Huiwen Tow, Tania Chan. Account Management: Dan Gibson, June Foo. Art Buyer: Iskandar Abdul Kader. Photographer: Edmond Ho. Food Styling: Anderson Ho. Production House: Jambu Studio. Post Production/DI: Kriz Chiu.
12 Comments
This really looks like a ‘eat more seafood’ campaign…the food looks yummy.
Perfect example of an ad campaign that just vanishes up its own ass…with the pseudo literary puns and big words. David Abbott would’ve given these guys a good spanking.
Agree with 2.57
Don’t really know how this will help me consume lesser seafood. I’m a big seafood eater and I’m actually craving for seafood right now just by looking at it.
Ummm, since when did Salmon sashimi become Bluefin Tuna?
September 13, 2010 9:53 PM,
Robert forgotten to check the copy lah.
that’s the point – they’re not saying don’t eat seafood – but think about what seafood you eat. So farmed salmon is okay.
A bit dull and low impact. Would be good to see Ogilvy think outside of print.
But they have a picture of a Bluefin Tuna separating the copy.
Also, when do you use a fork to eat sashimi?
I don’t even…
i dont want to see the ad… but this “Save The Fish” issue is unacceptable.. for the scammers, the next year issue from WWF will be: “Save The Fruit”.. go go go..find the idea.
@ 11:21
If that’s the case, why does it look like they have Coral Trout and Chilean Seabass in the other visuals?
If what you say is true, then these are very confusing ads. The copy doesn’t help either.
Phew…reading that copy (if you bother) is like getting a scolding from the headmaster.
It all looks delicious. Good job. I want some.
I just came across this…and I can say it’s 20 times better than this campaign.
http://www.mymodernmet.com/profiles/blogs/creative-ad-the-danger-of-tuna
At least, after reading it, I’ll say to myself “Ohh, now I know”.
10.37 thats a very nice ad…and I love the mechanics of the SMS interactive module.
Whoever did the spore wwf ads (and approved them) has no idea of the problem that needed to be solved. And, obviously, how to go about it….amateurs.
The Lowe SA ad nails it….bingo!