John West: Unlimited Edition Cans
The world’s most iconic seafood brand, John West, faced a problem: how do you change people's perceptions on unsustainable fishing when most people don't even know what it means. We needed to make sustainable, simple. Our solution: make ‘sustainable’ = ‘forever’. People don’t realise what they’ve got until it’s taken away. So we released a new brand of tuna that would change the way people see tuna forever. The catch? There was nothing in the cans. 
The project generated hundreds of articles, mainstream news coverage and a huge response via social media, educating Australians on the reality that if they don’t buy sustainable, our fish could be finished. Watch the case study below.