Swear Off K!#G Salmon
The Center for a Humane Economy came to us looking to help protect the remaining Southern Resident Orca in the PNW by launching a consumer choice campaign. Our task? Educate consumers, convey the seriousness, but also be so d@mn memorable that when shoppers were in-store or diners were reading a menu, they could remember which type of salmon to leave for the orca!
To differentiate from the typical animal advocacy campaign. we leaned into humor and borrowed from the visual language of censorship to make King Salmon a new kind of four-letter word.
We targeted Puget Sound and Portland women as the primary grocery buyers, but also wanted this to resonate with their informed and activist teenagers to influence their parents’ choices. We partnered with local chefs and restaurant owners and earned media with local news outlets.
THE TEAM
Creative Direction: Stephanie Sullivan
Copywriting: Lacey Gonzalez
Art Direction: Micaela Todd
MY ROLES
Ideation & Brainstorming
Concepting
Art Direction
Social & Digital Design
Storyboarding
