The Brief:
A recent DNA study from Macquarie University has found endangered shark species are being served as ‘flake’ in chippies throughout Australia. Partnering with the Australian Marine Conservation Society, we needed to bring this to the attention of people when buying their chippy dinners.
The Solution:
To bring this study to life, Innocean Australia, on behalf of the AMCS, planted an unsuspecting fish & chip truck on Bondi Beach. Beachgoers were then asked to choose from a menu of delicious sounding options of endangered shark species - all found within the DNA study. Together with an army of marine biologists and acclaimed chef, Ben Shewry, the activation lured Aussies into learning more about where ‘flake’ comes from, and revealing we were actually offering a sustainable fish from the Goodfish Guide on the day. All under the campaign banner of ‘What’s under the batter matters’. The activation has already attracted national news coverage on Channel 9 and Sky News.
AMCS branded DNA kits were also handed out to any sceptics, who could send a sample of flake from their local chippy to be tested.
By directing people to the Goodfish Sustainable Seafood Guide, they can educate themselves about alternate swaps they can make when selecting their fish and chips. Rock Flathead is a better choice when it comes to fish and chips and was served on the day at Bondi.
Role:
As lead designer on the project, working closely with senior creatives, I was responsible for developing the look and feel of the campaign. This included devising the logo, look and feel of the van branding, as well as all the other material used for the activation.