The world’s most iconic seafood brand, John West, had spent millions of dollars overhauling their fishing practices to become the most sustainable tuna brand – but Australians still didn’t understand the value of sustainability. 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.