The Marine Stewardship Council is the world’s largest wild seafood ecolabel. People recognize their logo, but don’t always understand what it stands for.
How can we grow the brand understanding behind that little blue label?
At the MSC we love…
A social campaign that links MSC to protecting our oceans. Based upon their brand values: positivity, pro activity & solution driven. Optimised for social content: scroll stopping, short and relatable.
Heart > Head > Brand.
I’ve created a simple storyline construct of three phases, where I first trigger the viewer with a strange (yellow) element.
Then I give context and finally connect this to the brand and their main message.
Heart > trigger curiosity
Head > give context
Brand > connect & convert
Out of the many solutions, we’ve carefully curated our stories so they would represent:
All types of fish
All types of solutions (e.g. practical or scientific)