Slippery subject: Greenpeace adds voice to fish labelling lobby

2 April 2015
 

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DDB Group Asia Pacific’s Regional creative director, Andy Fackrell, and Greenpeace have teamed up to lobby on the issue of fish labelling.

Designed neatly to coincide with Good Friday - a day which Catholics, and other religions, observe by eating fish instead of meat - this campaign, delivered by DDB Group Asia Pacific’s Regional creative director, Andy Fackrell, and Greenpeace, seeks to highlight the need for labeling on fish and fish products.

Filmed at Bondi, it shows an audience being asked to spin the 'Meal of Fortune' with every section of the wheel revealing the possible truth about where fish comes from (threatened species, unsustainable fishing, fishing undertaken by victims of human trafficking, for example).

The film has been designed to put pressure on the Australian Government to implement labeling laws ­– common practice in the US, UK and Europe. At the same time, the initiative aims to build the business of the Australian Sustainable fishing industry.

The next phase of the campaign will involve erecting ‘The Meal Of Fortune’ wheel in front of parliament in Canberra and inviting politicians from all parties to take a spin.

Fackrell, said: "I feel that we in advertising need to be more vocal in environmental issues. Consumerism has been partly to blame for the world’s problems. It can also help get us out of the environmental crisis we are leading to."

CREDITS

Client: Greenpeace Australia

Creative Director: Andy Fackrell

Creatives: Kat Mercer, Josephine Burns

Designer: Shane Wahl

Editor: Fiona Fuchs - Glassworks, Amsterdam

Production Company: Will O'Rourke

Director: Andy Fackrell

Managing Director/ Executive Producer: Michael Ritchie

Head of Projects: Josh Mullens

Producer: Alex Kember

DOP: Jon Mark Oldmeadow

Editor: Fiona Fuchs @Glassworks, Amsterdam

Grade/Post: Method Studios, Sydney

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