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Category
Public Service - Experiential / Ambient & Guerilla
Annual ID
150436A
About the Work
Lionfish is an invasive foreign species that threatens the Caribbean; it lays more than 2.000.000 eggs per year. It has no natural predators in these waters and it feeds off of native species, destroying the coral reef. The idea: eat it. We generated a cultural shift by working with Colombia’s top chefs, turning it from exclusive to popular. We helped create a supply chain from scratch: fishermen, fisheries, restaurants and hotels working together. For the first time it was sold in supermarkets. More than 84% of Colombia’s population is Catholic and half of them eat fish during Lent. That’s why we sought help from the most influential institution in Colombia: The Catholic Church. Priests all over the country supported the campaign, inviting Catholics to not just eat fish during Holy Week, but to eat Lionfish. Even the president tweeted about it.
2015 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
Geometry Global / Bogota
Ogilvy & Mather / Bogota
Production Company
Whiskey Films / Bogotá
Chief Creative Officer
Juan José Posada
John Raúl Forero
Creative Director
Ivan Mejia
Sergio Ramirez
Global Chief Creative Officer
Tham Khai Meng
Producer
Natalia Rudd
Creative Team
Alex Del Rio
Juan Botero
Carlos Bedoya
Carlos Arredondo
Juan Acevedo
Music / Sound
Camilo Lucena
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