2021 - Silver
More than a prawn
Silver 2021
Decreased trust in government regulation and absence of a compelling industry voice put Australia’s wild prawn fishers’ social licence to operate at risk. Australia’s Wild Prawn industry is recognised globally as sustainable. Sensational but factually flawed documentaries like Seaspiracy tar hardworking Aussie prawn fishers with egregious practices captured elsewhere in the world. Requiring a rapid response of transparen-sea.
Limited budgets excluded mass media, but a smart website and in store campaign could gather these stories for all to watch. 16 compelling stories were collected at http://www.australianwildprawns.com.au and delivered through social media, point of sale and augmented reality experience. We connected people concerned about overfishing to the people doing the fishing and recognise they all loved and wanted to preserve the ocean.
+110k unique page views on http://www.australianwildprawns.com.au, +2M people connected through Facebook and retailers POS, 12,487 interactions with 3D/AR in store/at home experience, 2:34min average time on 3D/AR experience page
https://www.australianwildprawns.com.auhttps://fb.watch/6ZE2we9yfs/https://fb.watch/6ZE1L-ALCA/https://fb.watch/6ZE0CTrkLR/https://www.youtube.com/channel/UCW_5haisrNsOnz7B-Nh9Spw/videos
Advertising agencyROMEO Digital, Adpower, Communicado
Creative directorBen Hale, Marco Eychenne, Fiona White
CopywriterBenjamin Hale, Fiona White
Art directorRodney Chapman, Marco Eychenne
Agency producerJoel Garvey – Technical Director
Account serviceAmanda Schultz, Gemma Boucher
Client marketing managerRachel King, Annie Jarrett
Production companyMillstream Productions
DirectorMatt Blyth
CinematographerMatt Blyth
Front end designerRodney Chapman, Madeleine Perrin
Digital producerJoel Garvey
DeveloperJustin Walduck, Sam Dale
Other Contributors
ROMEO:
Amanda Schultz – Managing Director
Gemma Boucher – Business Director
Client: Australian Council of Prawn Fisheries - Annie Jarrett (CEO) Rachel King (Executive officer)
Social Media and Campaign Management: Ben Hale, Adpower
Production Company: Millstream Productions, Matt Blyth - Director
Brand and PR: Communicado
Jenny Littlehood - Head of PR
Terence Thean - Strategy Director
Fiona White - Copywriter
Nikki Cole - Account Manager
