How do you show that your brand is committed to responsibly sourced fish? In the case of Findus, a major player in the frozen seafood market, you create a bizarre choir from mechanical fish and install them in a busy Parisian thoroughfare.
In 2007, Findus group revealed its "Compliance of Marine Resources" commitment, implemented through 10 principles for responsible sourcing of fish and the promotion of more respect for fish stocks. This year, the company has pledged to sharpen its focus on farmed fish and buy all of the wild-caught fish from Marine Stewardship Council certified suppliers by 2012.
Working with Clear Channel Outdoor, some 25 mechanical toy fish were affixed to a billboard in Rue du Passy in Paris and they proceeded to launch into a rendition of "Shake your Booty" by KC and the Sunshine Band. Each fish appears to have its own voice and opens and closes its mouth and wiggles its head and tail to the music.
An adjacent billboard showed Findus's various commitments to sustainability.
Cream is a curated, global case study gallery of excellence, providing the marketing community with the latest trends and inspiration to help grow their business.
Go to: http://www.creamglobal.com
