DDB Group Asia Pacific’s Regional creative director, Andy Fackrell, and Greenpeace have teamed up to lobby on the issue of fish labelling.
Designed neatly to coincide with Good Friday - a day which Catholics, and other religions, observe by eating fish instead of meat - this campaign, delivered by DDB Group Asia Pacific’s Regional creative director, Andy Fackrell, and Greenpeace, seeks to highlight the need for labeling on fish and fish products.
Filmed at Bondi, it shows an audience being asked to spin the 'Meal of Fortune' with every section of the wheel revealing the possible truth about where fish comes from (threatened species, unsustainable fishing, fishing undertaken by victims of human trafficking, for example).
The film has been designed to put pressure on the Australian Government to implement labeling laws – common practice in the US, UK and Europe. At the same time, the initiative aims to build the business of the Australian Sustainable fishing industry.
The next phase of the campaign will involve erecting ‘The Meal Of Fortune’ wheel in front of parliament in Canberra and inviting politicians from all parties to take a spin.
Fackrell, said: "I feel that we in advertising need to be more vocal in environmental issues. Consumerism has been partly to blame for the world’s problems. It can also help get us out of the environmental crisis we are leading to."
CREDITS
Client: Greenpeace Australia
Creative Director: Andy Fackrell
Creatives: Kat Mercer, Josephine Burns
Designer: Shane Wahl
Editor: Fiona Fuchs - Glassworks, Amsterdam
Production Company: Will O'Rourke
Director: Andy Fackrell
Managing Director/ Executive Producer: Michael Ritchie
Head of Projects: Josh Mullens
Producer: Alex Kember
DOP: Jon Mark Oldmeadow
Editor: Fiona Fuchs @Glassworks, Amsterdam
Grade/Post: Method Studios, Sydney
