WWF Sustainable fishing campaign

To effectively merge essentially a restrictive or unwanted message to the audience, partnership with fishermen who rely on sea exploitation, and the prevailing belief that the Adriatic is abundant in fish quantities, truly requires a lot of imagination and stretching, especially if we aim to achieve a positive reaction, appreciation, and broad awareness of the underlying issue.

The strength of a brand also lies in the quality of its response to current hardships or unfavorable situations.

Using the theme of holidays, we devised a small digital campaign in which we swapped roles and personified marine creatures, allowing the audience to relate in a certain way and perceive the scale of the issue and the correlating importance of annual fishing bans in a non-offensive manner. Additionally, through a charming giveaway with paraphrases of domestic expressions, we approached the fishermen themselves, suggesting more profitable fishing models linked to tourism and leisure.