The Wildlife Conservation Society saves fish for dinner
A friendly New York fishmonger encourages sea-food lovers to sign the Global NGO’s petition to protect Hudson Canyon as a National Marine Sanctuary.
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View on- Agency McKinney/Durham
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Credits
powered by- Agency McKinney/Durham
To get people signing a petition to protect the Hudson Canyon as a National Marine Sanctuary, The Wildlife Conservation Society has launched this clever campaign appealing to those who love fish...on their dinner plates.
In collaboration with pro bono agency partner McKinney, the NGO took over NY and NJ’s local seafood markets by printing a petition directly onto custom fish wrapping paper.
McKinney took an analog-first approach, using print to get right into the hands of the people most affected by this issue – fishmongers, seafood lovers, and everyday New Yorkers.
“To meet our target audience where they already are, we brought the petition to the fish markets,” said Omid Amidi, Co-Chief Creative Officer, McKinney. “By wrapping seafood in petition paper, we transformed ordinary everyday fish wrap into an out-of-home medium that chefs and home cooks alike cannot ignore.”
