Campaign: Eat in Style, Know the Origin
Agency: TBWA\ Group Vietnam
Role: Junior Copywriter
“Eat in style, know the origin” is a campaign for WWF to create awareness about sustainable seafood and how our world is being affected by unsustainable or unregulated fishing.
We target young trendy adults who are always up-to-date and never want to miss out on anything.
With this creative direction, young people can learn how to enjoy their seafood responsibly while helping to save our beautiful planet at the same time
We turned the Vietnamese word for fish into the logo and replaced the letter "a" in "Cá" (meaning fish) with the shape of a fish.
The logo is a fish in the word fish, simple yet effective and people were able to quickly catch on.
The logo was then adapted to various clothing and accessories items to spread the message.
Restaurants and supermarkets were invited to participate in the program.
A website was also established during the campaign to educate people about Sustainable Seafood, along with information about events, news, our partners, and how to support it.
100% of the first round of restaurants participate
in the campaign.
100% of our merchandise ran out in the first week.
More restaurants support the program
and agree to continue using only sustainable seafood.
