Hasta La Creative!

Toronto-based, WPP-owned john st. came up with a clever way to spread the message about sustainable fishing for WWF Canada.

In their new 1:16 animated spot they show a tractor with an enormous net engulfing everything in its path as a way of harvesting crops. They then pose the question: “We don’t farm like this. So why do we fish like this?” A bit hyperbolic perhaps, but effective at communicating their message.

The importance of sustainable fishing is a growing issue everywhere, with the disastrous effects of overfishing becoming readily apparent. Yet, it’s also something a lot of people are still uninformed about. Showing unsustainable fishing techniques applied to farming — in a very literal (some may say over-simplified) way — gives an easy to understand visual demonstration of the environmental harm caused by reckless fishing practices, one that anyone can understand. The spot ends by giving viewers an alternative to supporting reckless fishing practices: choosing MSC certified sustainable seafood. Credits after the jump.

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