To support World Oceans Day (6/8), ad agency Don’t Panic has created a new film for the Marine Stewardship Council (MSC)’s new worldwide campaign. Titled “Little Blue Label, Big Blue Future,” the 30 second commercial will run across various global TV channels including U.K.’s Channel 4 and Arte as well as on several social media platforms.
Oceans contain up to 80% of life on earth, with seafood providing an important source of protein and livelihood to more than 3 billion people across the world. Yet, a third of fisheries globally have been fished beyond sustainable limits, and a further 60% to their maximum capacity. Research commissioned by the MSC shows almost 1 in 3 (31%) people around the world are worried their favorite fish will be off the menu by 2040, and 6 in 10 seafood shoppers (58%) made changes to the way they choose and buy seafood in the last year in order to protect fish in our oceans.
One simple action people can do to help conserve marine resources is by buying MSC-certified seafood. Just by looking out for the MSC’s little blue label, consumers can ensure the seafood they’re buying is sustainably sourced, and therefore contributing towards the preservation of oceans for generations to come. To really bring this point home, Don’t Panic’s Alice Dowdall and Jake Moss, the creative team behind the idea for the film, enlisted director Harry Dwyer from Forever to harness the power of stunning imagery of our planet’s amazing oceans juxtaposed with mouth-watering pictures of the food we love to create with their riches.
Dowdall, a creative at Don’t Panic, said, “In this campaign, we really wanted to show that our universal love for seafood can coexist with healthy oceans. More and more of us are becoming increasingly aware of where food has come from, including myself. Since working on the campaign I’ve only shopped for MSC certified fish and we hope this will encourage others to do the same.”
Director Harry Dwyer of production house Forever added, “Making the film whilst working from home under lockdown was a challenging but rewarding experience. For me it culminated in learning how to roll sushi to make the wild salmon maki rolls that appear in the film.”
The MSC is an international non-profit organization which sets globally recognized, science-based standards for sustainable fishing and seafood traceability.
Client Marine Stewardship Council (MSC) Agency Don’t Panic Joe Wade, managing director; Rick Dodds, creative partner; George McCallum, associate creative director; Florence Auckland, engagement strategist; Jennifer Clare Houlihan, sr. project manager & producer; Alice Dowdall, creative; Jake Moss, copywriter. Production Forever Harry Dwyer, director/editor; Sasha Nixon, exec producer; Amber Millington, producer. Postproduction/VFX Raised by Wolves Vic Parker, colorist; Jon Hollis, VFX. Audio Post String and Tins Joe Wilkinson, sound engineer. Music Clarence Reed, composer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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