We designed, cast and produced realistic John West tuna cans in the shape of turtles and sent them out to journalists, public figures, social influencers and left them on supermarket shelves.
This guerrilla execution was part of a much larger campaign to raise awareness of John West’s (and many other companies) unsustainable fishing methods and put the problem into people’s hands. After 3 weeks there were some notable results, but there was really only we were after:
On December 5th, 2012 John West released an official statement committing to environmentally friendly fishing methods.
Saatchi & Saatchi