Rationale

Our Rationale

The aim of our campaign was to appeal to a youthful, fun and down to earth audience - who are happily eco friendly, yet not typically motivated to get out and do something about it. Naturally, this audience includes people who are keen on the kiwi tradition of fish and chips. We took a highly illustrative approach - a pastiche of tattoo art style that appeals to our demographic, and subverted it by adding mutated or dead creatures and nasty/familiar trash, rather than the glossy koi or other imagery you might usually see in this style. Closer observation further points out the issue and event info. We used language which is casual and fun to drive home our message - the cleaner our ocean, the better (meaner) our seafood and fish will be, So let's clean up and earn a free feed! We had a very specific strategy - target them at local fish and chip shops through our poster, napkin flyers, and coasters - and give away reusable paper bags for chips and temporary tattoos at the event to further spread the word. Ideally, these local fish and chip shops would even sponsor our event and help us host a free community feed afterwards -  it would benefit them by keeping the local seas cleaner - and could perhaps turn into a big annual event.