Back in 2011 three out of four fish stocks in Europe were overfished and in deep crisis.
We worked closely with Greenpeace to create a pan-European campaign to help restrict corporate fishing – the impact was clear and helped prompt new legislation.
The European Common Fisheries Policy (CFP) governs EU fishing. It was supposed to ensure sound and sustainable fisheries, but by 2011, it was clear that it had failed. Three out of four fish stocks in Europe were overfished and in deep crisis.
That meant fishing had become increasingly unprofitable and dependent on public subsidies. Ironically, the subsidies and fish quotas went mainly to the same huge, high-tech trawlers that had pushed European fish stocks to the brink in the first place.
Greenpeace planned a campaign that would focus on smaller, artisan fisheries as the alternative to the destructive big boats, and put pressure on the European Parliament to revise the Fisheries Policy.
Our job was to help translate this problem to something people would relate to and act upon. We needed to devise a pan-European concept and communication platform that would help resolve this challenging and imminent problem.
In our research we found – not surprisingly – that the best way to influence politicians is through their home countries, home districts and the people they know personally. That’s why the campaign was targeting specific ministers in each E.U. country, and amplified by enabling everyone to pressure them through signing a personalised petition.
To communicate the importance of artisanal craftsmanship and sustainability, we chose graphics with a rough, hand-drawn feel, even though all of the animations were made inside a 3D software package. It gave the film a personality of its own.