Michael Clowater of Radke directed this humorous social media :60 from Toronto agency john st. which shows that even the most lazy person can help the environment–in fact its ridiculously easy to make a positive difference on the ecosystem, including helping to reverse declining fish stocks in our oceans.

We see this demonstrated when a seemingly indifferent guy goes to the market to buy fish–all he has to do is select the fresh catch that has MSC (Marine Stewardship Council) certification.

The MSC is an international and independent not-for-profit that seeks to protect the health of the world’s oceans by recognizing and rewarding sustainable fishing practices.

“This idea comes from the rather depressing truth that most people will only do things that help the environment if it’s really, really easy to do. We’re very lazy that way,” said Stephen Jurisic, co-executive creative director at john st., the Toronto agency that’s been working with World Wildlife Fund (WWF) Canada for five years. “So rather than try to change that behavior, we thought let’s just embrace it and show that it takes next to no effort to help our oceans and the sea life in it. Part of the solution is buying seafood with the MSC logo on it.”

Credits

Client World Wildlife Fund Canada  Agency john st., Toronto Angus Tucker, Stephen Jurisic, executive creative directors; Hannah Smit, associate creative director/art director; Jessica Schnurr, writer; Shawna McPeek, Madison Papple, producers. Production  Radke  Michael Clowater, director; Brett Van Dyke, DP; Gillian Gardner, line producer; Scott MacKenzie, exec producer. Editorial Saints Griff Henderson, editor; Stephanie Hickman, exec producer. Post Alter Ego Eric Whipp, colorist; Greg Edgar, exec producer. Post The Vanity Naveen Srivastava, Flame artist; Stephanie Pennington, exec producer. Audio Vapor Music Brendan Quinn, audio dierctor; Julian Rudd, engineer; Natalie Schnurr, producer.

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