CLIENT: The Marine Stewardship Council

The Marine Stewardship Council (MSC) is an international non-profit organization which aims to set standards for sustainable fishing, reward efforts to protect oceans and safeguard seafood supplies for the future.

After a lengthy 13-month certification process, the Marine Stewardship Council readied the inaugural Scandinavian launch of the newly certified Greenlandic Halibut. MSC engaged us to develop a content plan for an experiential influencer campaign with their Swedish Ocean Ambassador, the award-winning, Stockholm-based chef and restaurateur, Frida Ronge.

A team of client stakeholders, sponsor reps, talent and crew traveled north of the Arctic Circle to a remote, rural coastal region of Greenland via a WWII convoy truck, prop plane, speedboat and a 600 ton ocean-going shrimp trawler. Over 5 days, Chef Frida saw the natural beauty of Greenland, experienced MSC’s sustainable fishing and certification process up close, connected with participants across the food supply chain and sampled the local cuisine made with MSC certified seafood.

In collaboration with the Polar and Ocean Programme director’s team, we brought the trip to life through compelling asset packs of motion and still photography that reflected MSC’s brand voice at point-of-sale, online social channels, OOH digital and print, from the big to the small screen and all points between.