Cannes Lions
THE VIA AGENCY, Portland / GREENPEACE / 2016
Overview
Entries
Credits
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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