Cannes Lions

Greenpeace Presents: Not Just Tuna

THE VIA AGENCY, Portland / GREENPEACE / 2016

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Overview

Entries

Credits

Overview

Description

It’s not just tuna. It’s a chance to stand up to the global fishing industry and the practices that are devastating oceans and ruining lives.

Execution

The art in each print piece emphasized a specific element of the larger issue, including workers’ rights violations, overfishing of the world's oceans, and unsustainable fishing practices. This helped viewers dimensionalize the far-reaching issue while delivering a unique, eye-catching piece of art.

Outcome

The work artfully captured the wrenching turmoil that exists behind many of the tuna caught by global fisheries, while successfully reaching a global audience and urging them to learn more about the issue (and take action).

The campaign’s print placement in Mother Jones magazine galvanized a receptive North American audience, and both print and video assets were shared globally through social media channels. The #notjusttuna hashtag created an ongoing conversation around the issue that continues today.

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