A campaign aimed at encouraging consumers to directly challenge Fishmongers and Retailers. Inspirational stories were posted online and slowly faded away if no one kept them alive by liking, commenting, tweeting and sharing them online. Users were also then given the opportunity to e mail retailers directly.
Agency: Derrick Cape Town
Client: WWF SASSI
CD: Livio Tronchin
AD: Mike Sherman
CW: Nick Frost
Illustrator: Gerhard Human