A campaign aimed at encouraging consumers to directly challenge Fishmongers and Retailers. Inspirational stories were posted online and slowly faded away if no one kept them alive by liking, commenting, tweeting and sharing them online. Users were also then given the opportunity to e mail retailers directly.

Agency: Derrick Cape Town


CD: Livio Tronchin

AD: Mike Sherman

CW: Nick Frost

Illustrator: Gerhard Human