Sometimes we don't realise what we've got until it's gone. To educate people and help fight unsustainable fishing, John West, WWF and the Marine Stewardship Council launched a fake tuna brand. The catch? There was nothing in the cans.
The project generated hundreds of articles, mainstream news coverage and a huge response via social media. Importantly, Greenpeace Australia acknowledged the bold move by John West and now hope other companies become certified sustainable to ensure we have healthy oceans forever.Agency: Cummins, Melbourne
Media: Ambient
Media: DM
Category: Food
Client: John West
Agency: Cummins&Partners, Melbourne
Country: Australia
Director: Nigel Camilleri
Executive Planning Director: Adam Ferrier
Executive Creative Director: Jim Ingram
Executive Creative Director: Ben Couzens
Creative Director: Damian Royce
Senior Copywriter: Chris Ellis
Senior Art Director: Aaron Lipson
Planner: James Bennett
Group Account Director: Rod Mooseek
Chief Executive Officer: Sean Cummins
Senior Account Director: BRIONI PICKHAVER
Senior Account Manager: Alisa Mezhov
PR
Mango Communications
Rebecca Ahern – Managing Director
Amanda Sheat – Account Director
Lauren Hunt – Account Manager
Emma Paolucci – Account Coordinator
CLIENT
Graham Dugdale – Executive Director Commercial
Stephanie Dore-Smith – Brand Manager, Shelf Seafood
Susan Foley – Marketing Manger