WWF's Singapore Seafood Guide promotes sustainable eating in Singapore

The series of ads created by Ogilvy & Mather Singapore on a pro bono basis sets out to promote the WWF's Singapore Seafood Guide. The ad designs are distributed through postcards with print work following soon.

Singapore is one of the biggest seafood consumers in Asia with most of the resources coming from Southeast Asia's Coral Triangle. On a global level, more than 70 per cent of the world’s oceans are over-fished.

WWF aims to ingrain a ‘code of conduct’ in seafood fans to encourage consumption of cultivated resources and selected sustainable fishing sources which are equally luxurious and tasty.

The ads feature delicious fish dishes and raises the question of where the fish comes from, emphasising the dwindling natural resources.

Robert Gaxiola, executive creative director at Ogilvy Singapore, said, “By creating desirability around sustainable seafood, our aim is to push for seafood from unsustainable sources to be seen as a faux pas.”

“We like to think of it as doing our best to instill some table manners in Singaporeans when it comes to dining out and eating sustainably,” Gaxiola continued.

Credits
Project Enter the World of Sustainable Seafood
Client WWF Singapore
Creative agency Ogilvy & Mather
Executive creative director Robert Gaxiola,
Creative director Eric Yeo
Copywriter Robert Gaxiola
Art director Eric Yeo
Planners Huiwen Tow, Tania Chan
Account servicing Dan Gibson, June Foo
Art buyer Iskandar Abdul Kader
Photography Edmond Ho
Food styling Anderson Ho
Production company Jambu Studio
Post-production & DI Kriz Chiu
Exposure Print, outdoor