Wildlife conservation society | Petition Paper

This isn’t another “save the whatever” sob story. Sure, Hudson Canyon (an important fishing spot off the coast of NYC) needs stronger environmental protections. And yes, WCS needed the public to sign a petition. But we knew that New Yorkers are too jaded to hit them in the heartstrings. So we aimed for their stomachs.

We transformed the butcher paper found at local fish markets into a real petition that seafood-lovers could sign.

The unique touchpoint and messaging made it clear. This “save the fish” campaign was really about saving the fish… for dinner.

The Petition Paper was sent to popular and influential fish markets in New York City, generating more than double the stated signature goal.
And it became the centerpiece of a 360 campaign, including this film.

We camped out overnight in a Chinatown fish market to make it. It was wet.
Now here’s the case.

Press:
Fast Company; LBB Work Of The Week; Shots; Ads Of The World

Awards:
NYF Finalist

Director: Someday (Matt Seger & Dexter Brierley)
Editor: Warren Goodwin
CCO: Omid Amidi
Art Direction: Christian Maine de Biran
Copywriting: Me
Producers: Pierre Roache, Maggie Baker
Design Lead: Peter Chelbak
Sr. Designer: Carlos Ortega
Production Company: Underhill
Agency: McKinney