2012 Results

CAT 01 - Food (TVC)

BRONZE

CheethamBellJWT (UNITED KINGDOM)

John West Canned Fish, "Discover the Story Behind Every Can" Campaign
"Combover", "Lucky Pete" & "Blackout"
01-02872-TVC
 

Agency (city): CheethamBellJWT

Creative Director(s): Andy Cheetham

Copywriter(s): Andy Huntingdon

Art Director(s): Martin Smith

Production Company (& City): Uber Content

Film Director(s): Luis Gerard

Agency Producer(s): Bridget Pelicias

Short explanation

A John West fisherman links a can of tuna to the trawler from which it was caught. He then goes on to tell us a quick tale about a member of the trawler’s crew, to highlight the fact that you can now track all John West tuna back to its source.

Description

To demonstrate John West’s commitment to openness and transparency, we created a world-first initiative that let consumers track exactly where their canned tuna was caught and even which John West boat caught it.