John West: Lucky Pete

Credits & Description:

Agency (city): CheethamBellJWT
Creative Director(s): Andy Cheetham
Copywriter(s): Andy Huntingdon
Art Director(s): Martin Smith
Production Company (& City): Uber Content
Film Director(s): Luis Gerard
Agency Producer(s): Bridget Pelicias
Short explanation
A John West fisherman links a can of tuna to the trawler from which it was caught. He then goes on to tell us a quick tale about a member of the trawler’s crew, to highlight the fact that you can now track all John West tuna back to its source.
Description
To demonstrate John West’s commitment to openness and transparency, we created a world-first initiative that let consumers track exactly where their canned tuna was caught and even which John West boat caught it.