Not Just Tuna: campaign identity
This creative was produced for an escalation of a years long 'Not Just Tuna' campaign calling on Thai Union, the largest tuna company in the world to clean up its act. This company not only uses unsustainable fishing practices and has failed its commitment to transition away from destructive fishing, but it has been linked to human rights abuses.
The campaign identity was designed in collaboration with colleagues in Greenpeace France, building on the existing 'Not just tuna' campaign identity. It was designed for an upcoming Greenpeace ship expedition to the Indian Ocean to monitor destructive fishing vessels using FADs (fish aggregating device). It would also be used by a number of Greenpeace regional offices around the world, that were participating in the campaign push.
Previous "Not Just Tuna" campaign identity
New 'Not Just Tuna' Expedition identity
Given the international nature of the campaign we needed to accommodate many different languages. Additionally, 'Thai Union' operates as a different tuna brand in each country: John West in the UK, Petit Navire in France, Mareblu in Italy and Chicken of the Sea in USA. Therefore part of our challenge was to incorporate all of these brands whilst maintaining a unified campaign look and feel.
The core concept had to frame both sustainability and justice issues in equal weight. We couldn't solve one without solving the other - a "people and planet" ethos had to be at the heart of the concept.
In July 2017, Thai Union committed to measures that will tackle illegal fishing and overfishing, as well as improve the livelihoods of hundreds of thousands of workers throughout the company’s supply chains.
Photos from the Not Just Tuna Expedition to the Indian Ocean by Will Rose / Greenpeace.
