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THE LIONFISH INVASION. TERRIBLY DELICIOUS

基本信息
行业: 公益与非盈利组织
媒体:推广与活动
投放:哥伦比亚
风格: Minimalism
说明cnen
Describe the brief from the client:
Lionfish is an invasive foreign species that threatens the Caribbean; it lays more than 2,000,000 eggs per year, it has no natural predators in these waters and it feeds off of native species, destroying the coral reef. It has become a risk for the environment and the economy of more than 30 countries in the Caribbean.

Promotion Development:
The only way to end this menace was to eat it, but people didn't know about it. So we generated a cultural shift by working with Colombia’s top chefs, turning it from exclusive to popular, generating demand to restore the natural balance of the Caribbean's ecosystem, saving thousands of native species and coral reefs.

Results:
As a result we had a great response with a low budget campaign, where everybody worked pro bono after getting to know our cause, including the most influential institution in history: The Catholic Church. Calling the attention of well known chefs, government entities and public figures. It became a campaign that brought an eco-friendly dish to our tables, one that could stop an environmental disaster.

Relevancy to Product/Service:
It is relevant because we turned this menace into a product. Taking into account the predatory nature of humans: the most voracious of all. We took a threat and made it an opportunity. We helped create a supply chain from scratch: Fishermen, fisheries, restaurants and hotels working together. For the first time it was sold in supermarkets, making it part of Colombia’s diet.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
美术指导:
制片:
后期制作:
其他职位:Ceo: Xavier Serrano
Vp Creative: John Raúl Forero
Group Director: Sergio Ramírez
Social Media Manager: Carlos Gutiérrez
Video Director: Juan Pablo Rodríguez
Radio/Tv: Patricia Méndez
Music Artist: Carlos Lucena
奖项
D&AD 2015
石墨铅笔 公益创意
Advertising & Marketing Communications - Not for Profit
戛纳国际创意节 2014
银奖 推广活动
Public Health & Safety & Public Awareness Messages
戛纳国际创意节 2014
铜奖 推广活动
Sponsorship or Partnership Campaigns
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