ABOUT

BACKGROUND

Fish farming in continues to operate unsustainably in Vietnam, causing continual long term environmental damage. The problem is there is no financial incentive for those in the supply chain to change. WWF hoped to spark consumer demand for sustainable fish with young urban Vietnamese.

INSIGHT

Twenty-somethings aren't so interested in what fish farmers are up to. They're more concerned what's on their jeans and shirts than what's on their plates.

THE IDEA

We made sustainable ish fashionable. We turned the Vietnamese word for fish (cà) into a stylish icon, and then created an entire fashion brand around it. This included partnering with local fashion designers. Suddenly only ordering sustainable fish was trendy.